Overview

Business decisions are made with spreadsheets and logic. ...At least, that's what we tell ourselves. BUT the science says otherwise. Every decision (even in B2B) is fundamentally emotional. Yet companies continue optimizing features and pricing while conversion rates barely budge, staying trapped on the deadly hamster wheel of optimization. In Emotional Targeting, Talia Wolf shares her proven framework that's helped companies boost conversions by recognizing a simple truth: the person approving that enterprise purchase isn't just evaluating features. They're wondering if your solution will make them look smart to their boss, solve their 3am worries, or advance their career. Inside this no-fluff playbook, you'll discover how to: - Uncover what your customers actually care about (hint: it's not your features) - Map emotional drivers to specific points across your customer journey - Create experiences that feel both logical AND emotionally satisfying With Emotional Targeting, Talia delivers a strategic, repeatable process for transforming customer touchpoints and escaping the deadly optimization hamster wheel. The result? Not just better metrics, but a product that becomes the obvious choice for the humans behind every spreadsheet.

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9789659325115

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Reviews

""This book will show you how conversions aren't solved with math; they're earned with meaning. It's not a numbers game. It's a people game."" -Ann Handley, WSJ best-selling author and Chief Content Officer, MarketingProfs ""In your hands, you hold one of the most potentially-revenue-changing books for B2B ever written. Now you have a choice: open, read, and implement the remarkable tactics and advice Talia Wolf has assembled from decades of experience and thousands of conversion tests... or, give copies to everyone on your executive, marketing, and product teams so they can do it with you. I recommend both."" -Rand Fishkin, Cofounder of SparkToro & Snackbar Studio. Author of Lost & Founder ""This book is the missing piece in your growth strategy. While most teams stay focused on surface-level tweaks, Talia gets to the heart of what actually drives conversions: emotion. There's no one better to show you how emotion drives sustainable growth."" -Dave Gerhardt, Founder Exit Five, Former CMO ""Everyone says emotional marketing works. But few (like... very, very, very few) can show you how to do it - step by step, with real examples, and the lived experience to back it up. In Emotional Targeting, Talia Wolf generously and brilliantly breaks it all down. This is the rare book that shows you how to build brand love and drive performance. Read it if you want your performance marketing to have more heart, and your brand marketing to have sharper KPIs."" -Amanda Natividad, VP of Marketing at Sparktoro ""Talia doesn't just teach you how to boost conversions-she hands you the blueprint to your customer's heart. Emotional Targeting is the book I wish I read five years ago. Fewer 'best practices.' More best outcomes."" -Ross Simmonds, Author of Create Once, Distribute Forever ""Persuading prospects just got immensely easier, thanks to Emotional Targeting. Talia explains exactly what it takes to connect and convert. Keep her book nearby; it's that good."" -Nancy Harhut, Author, Using Behavioral Science in Marketing ""Finally, a guide teaching marketers how to use emotion for strategic advantage, rather than traditional CRO tactics that, frankly, don't work anymore. Talia's perspective as a CEO and CRO combine in Emotional Targeting to objectively teach a deeply human approach that really works!"" -Devin Bramhall, Growth Advisor

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