Words and emotions
Words used correctly in marketing should evoke emotions. I didn't start out to be a writer and I could argue that I'm not one now by some definitions. But, I spend most of my professional time shaping words to cause action, illicit a response or to deliver an important message, so in that sense I'm a writer - or at least a communicator.
Emotions are part of the communications system. People have an emotional connection to all sorts of things and not all of them make sense, even to the person holding them. However, to connect with someone's rational and calculating side, you must first tap into their emotions; and that connection to the emotions must be real.
In order to be real, you must understand your audience well enough to know what matters to them. In short, you need a relationship with them.
A wise coach once told me, "Rules before relationships will lead to rebellion."
Another saying which applies is: People don't care how much you know, until they know how much you care.
Get to know your audience as deeply as you can in all the ways you know how. Then, connect with them inside that relationship. You'll be amazed at the results.