head vs. heart

what wins?

The head or the heart?

Writing can impact both.

Our physiological and emotional responses to things are our bodies way of informing our decisions.

It’s important to understand the science behind our reactions.

A recent study asked people what they rely on to make decisions.

Here's what they said…

What do you rely on to make decision?

a. Logic
b. Emotion
c. All of the above

If you're like me, you probably said C (all of the above).

**hey Google, play “All the Above” by Maino featuring T-Pain**

Let's be honest.

We react with our emotions.

Here are some scenarios to test my theory…

After you fell in public and got embarrassed, you probably avoided eye contact with everyone nearby.

Heart: 1 Head: 0

If you were terrified of the dark as a kid, you probably turned a light on.

Heart: 2 Head: 0

When you're feeling stressed or overwhelmed, you might go for another bowl of ice cream.

Heart: 3 Head: 0

I’m assuming your heart won by a landslide.

"The heart wants what it wants"

And further evidence that we make decisions based on how we feel.

That's not to say we're only driven by our feeling.

We are rational beings too.

We use both our head and heart to make decisions.

But we make decisions by how we feel.

Emotion > logic

The reigning champ: ❤️

When it comes to decision-making:

Reason satisfies us. Emotion guides us.

When you’re writing content, use empathy to your advantage.

Step into your reader's shoes.

What kind of emotions are they experiencing in their problem?

What are they feeling with the struggle?

How can my product/service make them feel?

Stats and specifics are good for context, but it's not everything.

Bottom line

Facts aren’t as important as feeling.

Use those emotional muscles.