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Web Copy That Sells, 3rd Edition by Maria Veloso

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THE CYRANO EFFECT

The value of emotion in web copy cannot be overemphasized. I’ve repeated the principle “People buy on emotion and justify with logic” often—for good reason. Emotion is such a powerful element of the online sales process, one that is intricately connected with the psychology of the Internet buyer, that it would require an entire book to devote to its intricacies. I’ve encapsulated those intricacies into one psychological device that I call the Cyrano effect.

If you were to ask a sports car owner why he bought his car, he might tell you something along the lines that the car is a technological marvel, that it goes from 0 to 60 in five seconds, that the engine represents a breakthrough in German engineering, that the car has won ...

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