Build interest in your sales message by developing your central selling points with rational, emotional, or dual appeals. Rational appeals are appropriate when a product is, for example, important to . Emotional appeals are appropriate when a product is, for example, . Whether using rational or emotional appeals, remember to translate cold facts into_ .
1. health-appearance-egooption
2. short-lived-expensive-essentialoption
3. scare tactics related to current events-warm feelings and reader benefits -logical arguments

Build interest in your sales message by developing your central selling points with rational, emotional, or dual appeals. Rational appeals are appropriate when a product is, for example, important to health. Emotional appeals are appropriate when a product is, for example, essential . Whether using rational or emotional appeals, remember to translate cold facts into warm feelings and reader benefits.

For an effective marketing message, it is necessary that rational, emotional or double appeals are correctly directed to the rational and irrational thoughts that the products arouse in the consumer.

For a health product, there must be a rational appeal, as the information contained in the sales message must be real, detailed and secure.

For an essential product, it is important that there is an emotional appeal to create feelings and expectations in the customer that make him want to obtain such a product.

Whether using rational or emotional appeals, remember to translate cold facts into warm feelings and reader benefits.