Podcast Be Better Be Different: Episode 14: Communicating emotional value is as important as ROI — 8-Point Arc

Emotional positioning and value communication is as important as rational.  Buyers use both rational and emotional decisioning in the path to purchase so its important to support both.

Appealing to the mindset and beliefs of your target audience earns you an instant connection with your target audience.  There needs to be a balance between focus on emotional versus rational communication as buyers use both through their journey in purchase.

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