- Most customers cannot vocalize their true motivations for buying. Customers evaluate with their minds, but buy with their hearts.
- All ads must craft a dual sell – one for the conscious mind, and a completely separate one for the subconscious mind.
- Over-reliance on qualitative research will lead to ad campaigns that make a strong intellectual case but never make the critical emotional connection that leads to a sale.
- Most people feel they are immune to the guiles of advertising and that emotional imaging has little effect on them. The opposite is true.