Your brand image is primarily an emotional construct. Emotion is probably always more powerful in swaying people than reason, but people like to be able to rationalize their choices.
Understand the power of asking.
People only buy when they're ready to buy. Not when you're ready to sell
Most copywriters are like engines. They take a while to warm up to get to the point.
Men fear to lose as much as they hope to gain.
Kindly remember that the obvious is always overlooked.