Emotional benefits trigger the “me-want” response. They create desire for our offer. But creating desire isn’t usually enough. Unless you’re selling a purely emotional product like fashion or music, you also have to give your reader enough logical ammunition to justify the purchase to himself.
This is where logical benefits come in. These are all the rational, intelligent reasons we have for buying the stuff we want. You hook prospects with the heart, but you close the deal with the head.