It's not enough for marketers to talk at their sales prospects. In the age of conversation and relationship engagement, a marketer needs to make their prospects understand why they should purchase products or services. When you learn how to appeal to the issues that matter to your prospects, then purchasing your products or services will seem like the obvious thing to do, in the minds of your prospects.
When you opt-in to receive my email updates, you'll receive my portfolio which contains a few examples of the email marketing copy that I produced for Amella Caramels in 2010. You'll notice of how I used intuitive language not only to seduce the reader, but to also answer the question of why they should place orders for this product: