Super bowl Sunday.
Finally, a half day or so where we take a break from the political battles. Food, fun and football make the day a blast. Going to a neighbor’s party rather than hosting one yourself makes it even more enjoyable. Bring a dish. Leave whenever you want. The house stays clean. Perfect.
People love the Super Bowl for three reasons:
- The game
- The commercials
- The food
I love all three. It’s one of the few days I gorge myself on life shortening crappy foods.
Normally, I’m a healthy eater. I rarely eat desserts or fried foods. Super bowl Sunday is an exception. I eat whatever the heck I want. Eating crappy food goes against my food snob self-image. I obsess about it. I’ve gone hungry on business trips when I can’t find a decent salad.
On Super Bowl Sunday I make an exception. I eat whatever I want with zero regrets.
See, a lot of us strive to eat healthy. Then, we succumb to temptation. We eat something disgustingly delicious and regret it later. That happens to me sometimes too. I’m by no means perfect. What makes Super Bowl Sunday different? I give myself a logical justification to act in opposition to my core values and beliefs. The little voice in my head says:
Barry, take a punt on the healthy eating today.
Barry, you fool that shit will kill you
Quiet That Little Voice In Their Head
In copywriting and persuasive writing, we call it reason why justification.
Junk laden foods tempt us with their addictive flavors. We often succumb to that temptation even if we desire to avoid them. The “reason why justification” makes us okay with it. It’s how we explain to ourselves (and others) why it’s okay to act in opposition to our ideals, beliefs and values.
The same holds true in our writing. We can come up with a zillion benefits of why our product or service is so amazing. We can tout all the emotional reasons why they should own it, believe us or just take the next step.
Emotional Hot Buttons Are Nearly Enough
Those emotional buttons may bring our prospects to the very edge of commitment. Sometimes it’s enough. Often, however, they need just a little bit more. They need to satisfy that little voice in their head.
How will I explain this to my colleagues, friends, spouse, etc…?
How can I justify this to myself when in the past I’ve done [insert reason]?
They need that reason why justification to solve that riddle. They need to dot the “I’s” and cross the “T’s”.
My Super Bowl justification for eating whatever crap I want rested on the fact that I only do this a few times a year. Also, I promised myself to eat nothing but the good stuff on Monday. Those two reasons were enough to satisfy my own discomfort from acting against my values.
The emotional hot buttons still rule your sale, but the reason why justification ties up the loose ends and clears a path for your call to action.Read More →