Aristotle

Aristotle observed that persuasion runs on three appeals: an appeal to reason, an appeal to the speaker's credibility, and an appeal to the audience's feeling. Lens counts these on a page in plain English — Logical, Credibility, Emotional — rather than the Greek (logos, ethos, pathos), which stays here on the docs page. The mix is diagnostic, not prescriptive: a page that is almost all logic may be leaving the buyer's actual feeling unaddressed, while one that is all feeling may not have earned the claim. Lens reads your mix against your competitors' to find where the white space is.