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Clients, Clients, and More Clients by Larina Kase

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Use Metaphors to Engage Emotion

One of the most powerful ways to reach people on a deep level is through metaphors. In marketing ourselves and our services, our ultimate goal is for someone to hear something and think, “Wow, I need that.” Or “Wow, my clients need that.” This sense of needing something is typically unconscious. We simply experience an emotional reaction to something but are not sure why.

In the book Marketing Metaphoria, Harvard Business School professor Gerald Zaltman and coauthor Lindsay Zaltman discuss the power of deep metaphors. They explain that deep metaphors and emotions are closely linked because both are universally experienced on an unconscious level and seem to be a combination of being hardwired in our brains and ...

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