Emotional appeal can help small businesses attract customers

07/7/2013 | Entrepreneur online

It's critical for small-business owners to create brands that appeal to the emotional needs of their target customers, writes Jim Joseph, North American president of Cohn & Wolfe. "You have to discover what they are looking for from you, beyond just your product features," he writes. "You need to find what will satisfy their emotional wants, beyond what they need from the product."

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