One of the lessons being learned by politicians at the moment is that across the western world, the heart might just be ruling the head. Faith and instinct is hitting back against science and evidence. Maybe that’s a refreshing thing – we shall see. But it’s interesting, because copywriting for a technical audience has always been an interesting mixture of the two, and this remains the case. If we can combine them, we should still have a winning message.
How do we do this? We just address both sides in turn. Think about the benefits, putting yourself in the customer’s position, and you should cover the heart. Now add the evidence, as technical points, and you should appeal to the head too. Easy to say, not so easy to do. But worth the effort.