"Aim for the heart …"

 . . . don't aim for the head."

Blues artist Ruthie Foster isn't really singing about writing effective appeals, but she could be.

"Aim for the heart."

I'll admit it - I often fall prey to the temptation to build a solid, logical argument. To make my case. To carefully construct a sound, rational argument.

To focus on the features instead of the benefits, a product marketer might say.

And while those can - and will - reinforce a decision they seldom trigger one.

Mission. Vision. Purpose. Those aren't captured in cold, hard facts. But that's what you need to convey.

So challenge yourself, the next time you review your copy.

"Keep aiming' for the heart and you'll never go wrong."