Excerpt from CPR For Your Business
In my years of business and observing customers offline and online, I realized that most people make decisions through two kinds of logic: Analytical Logic and Circumstantial Logic.
Analytical Logic refers to facts, figures, and information provided that is backed with science and data. For instance, if you are selling mobile phones, analytical logic here refers to the specs of the mobile phone, where it is made from, etc.
Circumstantial Logic refers to other existing circumstantial evidence that can help people to believe in something without facts and data. This is also known as social proof. For instance, this can be product reviews by other people.
You may think that Analytical logic is more important than Circumstantial logic but as a matter of fact, humans trust Circumstantial more. Most of us tend to rely on product reviews rather than specific facts and data about a product when making the decision to purchase something.
Think about it, when shopping online for similar products, would you go to the merchant that provides detailed specs and facts about their product or would you make the decision based on the good reviews you hear of the products? Most people make their decisions based more on product reviews from other people or recommendations from their friends.
I’m not trying to imply that everyone is like this but generally, most people rely on Circumstantial logic more when making decisions, especially if it’s recommended by someone they trust.
Now that you know this, take note that no matter how well you can explain your product with analytical logic, you must back it up with some Circumstantial logic. Always remember that Circumstantial logic is stronger than Analytical logic.