Connecting With Customers: How to Market to Their Emotions
We tend to focus all our energies on our business features -- from pricing to product claims to timetables. But it's not the facts that set you apart. The rational elements of your business do little to differentiate you from your competition. They also don't help you form a relationship with yourcustomers. It's the emotional benefits you offer that make your company special, turning your business into a brand.
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