Make A Contribution To Science
Interesting post on Copywriter, Bob Bly's blog. It briefly discusses a new study supporting the theory that people buy on emotion not logic.
While university studies are great - and I'm glad to have all the data possible - another sure fire way to prove this theory is to split test a mailing. Send half the list a logical argument and the other half an emotional appeal. See what you get.
Oh, and by the way, don't come crying to me when you realize you wasted your money on the "logic" half. Just consider it your contribution to science.