on the 'rational excuse justifying the emotional decision'

πŸ’Ž On the rational excuse justifying the emotional decision (always include one)

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

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