Focus on emotion to attract more customers

09/12/2013 | Fox Business Small Business Center

Small-business owners can learn valuable lessons from major insurance companies, which devote extensive resources to advertising as they attempt to build positive emotional connections with consumers, writes Walter Dailey, creative director for DSV Media. The key insight for small-business owners is to spend "more time on how your marketing affects feelings rather than all of your time on selling points," he writes.

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