All purchasing decisions are emotionally driven. Rationalizations are all made after that moment of decision and are usually only to justify that decision. Ultimately it comes down to how you feel about it. This is why an emotionally driven message, or story, is the most important element in your print material, apart from the initial attention seeking headline or graphical alternative. Your story must address your target audiences world view, engage them and create a burning desire to want to do what you ask. Remember, the only way to get anyone to do anything is to make them WANT to do it, if you don’t achieve this, they won’t!

So the 3 keys are 1. get attention, 2. make an emotional connection with your audience with a story they identify with and creates a desire, and 3. then finally you give them ONE easy to follow instruction to carry out. This can be a direction to “Call this number now”, “Visit an outlet”, “Visit our website – www” or “Send in this coupon”, or anything else that drives them to take immediate action. Keep it simple and don’t leave it to them to work it out.