For so long, businesses and businesspeople were faulted for showing emotion. Doing so was considered unprofessional and inappropriate. I tell you plainly that it's essential - to feel a connection to what you are doing and to get your customers to feel that connection.

Today, connecting with your customers - hitting that emotional "buy-me" button-is considered such a huge idea, there is actually a book written with the algebraic equation.

In researching this latest book, "Shops That Pop!": Preparing for the Future of Shopping, nationally recognized consumer insights expert Pam Danziger discovered that "Tangible factors play a role in the shopping decision, but they rarely dominate." Danziger, who is president of Unity Marketing, found that such tangibles as "need", "features", and "affordability" are merely additive: 1+1+1=3

In contrast, "emotion" works exponentially: (see the article image that shows exponential growth of something is a very rapid growth and is mostly used to describe the financial growth of a company).

Need often drives consumers to the stores to shop, sets them on a mission, and moves them to action but there really isn't a thing that marketers or retailers can do about building need.

However, desire is something they can build and is an emotional response, which is significant, because emotion is the dominant factor. What a difference - when you can connect with your customers in an emotional way and ignite their passion, you will be on their way to building a successful company - one passionate, emotionally attached person at a time!

Successful creative solutions are much closer than you might think.

For your success,

Keith Thorn
KTLLC Communications