Supply the raw data to make it easy for the intellect to justify what the emotions desire.

Create and synchronize messages:
Define your salient points. What do you want the audience to believe? Why should they?

Exploit perceptions:
Don't try to change perceptions; people believe what they believe. Rather, confirm those beliefs, and then relate your product to them.

Answer the right questions:
Don't tell them what your product does, tell them how it will make them smarter, sexier, richer!