Researchers have found that using information and logic to persuade someone to engage in a specific
action is not as likely to influence their future choices as is getting them to 'imagine' certain actions.
For example, researchers that asked participants to read a report highlighting the benefits of purchasing a product were far less likely to sell that product to the group than they were with participants instructed to simply 'imagine' the benefits of using the product.
In fact, more than twice as many purchases were made by those imagining the benefits than by those reviewing factual reports. Consider then the use of this when selling your products and services to your customers. How might you shift your language and ad copy to strengthen your sales?