Logic or emotion; Which makes more rain?

Had a meeting with a Gold Member at breakfast. Discussed a very exciting new concept he's pioneering that I think will be a big trend in years to come. Can't reveal all the details (yet) but a point that came up in the conversation was that our clients often buy based on an emotional "hook" not generally based on logic. And in fact the hook doesn't always even have to be completely logical to be effective. Think about that next time you're designing a brochure, a business card or the message for your firm's website.