People Act on Emotion and Justify with Logic
The human brain is separated into 2 parts – left and right; Logical and emotional.
Think of all of the actions that can be caused by love or fear, happiness or sadness, typically against ones better judgement. As a marketer you can convert on this while giving a person a logical reason to take an action. (i.e. make them feel an emotion then give them a logical incentive to take action right now.) This is how you need to craft your campaigns – make people feel something in their hearts then convert that emotion into intent to buy with logic.