The conclusions we believe

You'll disagree... you'll argue... you'll have your reasons...

But you'll still be wrong. Reason and emotion are never without one another, and reason follows emotion.

That is, we'll find reasons to not be embarrassed by what we believe, what we trust, and what we want to be so.

Behavioral economist Daniel Kahneman tells this story...

University students are asked if the following is a valid logical argument.

All roses are flowers. Some flowers fade quickly. Therefore some roses fade quickly.

It is a false logical argument, but most will agree with the 80% of university students in this error.

(It's possible that all the flowers that fade quickly are not roses, for starters... and that's just the beginning of the illogical end to this proposition.)

We say it's valid because we trust the conclusion to be true, and we what we believe is already fixed... so we're ready to find reasons that confirm what we already trust.

Find what people already trust and reverse engineer that - then you'll succeed in your marketing.