We’re not as logical as we might think. I’ve discussed this on the Obsidian blog before now: if pure, unbridled logic made all of our buying decisions, we’d probably all have a lot less stuff and a lot more money in the bank!
How a purchase makes us feel is what gets us to buy. We can try and apply logic to buying decisions all we like, but the final impetus to act will always come from your gut.
Great copy therefore doesn’t just state the facts about a product or service, it puts the reader at ease, gets them on-side, and convinces them that purchasing is the right thing to do. And even in a B2B setting, buying (or not buying) is always rooted in emotion. The tone of voice used may more professional, but at the end of the day it’s still a human that you have to impress.