Reason, despite what we would like to think, is not why we do what we do: it is the result of what we feel or do.
Famed adman David Ogilvy recognized this long ago when he wrote:
“Customers need a rational excuse to justify their emotional decisions. So always include one.”
(In France I once saw this expressed as “le rationnel est l’alibi du desir”.)
Why I love this observation is that Ogilvy uses a word not often given an airing in the communications business: excuse. Not reason or even (eugh) benefit or proposition, but excuse.
Excerpt from: The Storytelling Book (Concise Advice) by Anthony Tasgal