The emotional connection between message and decision making is underestimated by modern marketing. Most marketing treats customers as a puzzle to be solved. Press the right sequence of keys on a person's psyche and get the outcome you desire.
In truth, this is just an attempt of marketers to make sense of something inherent but confusing. People aren't rational or even very predictable. The one part you can count on is people will follow a feeling about something far further than may make sense. So be empathetic and forge a good feeling and reap the reward, lest you forge a bad one and lose their support.
marketing empathy goodvibes notapuzzle EECLLC
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