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The Emotional

In: Agency

Author

Listed:
  • Rick Webb

Abstract

Any good advertiser knows that the emotional side of the brain is nirvana when attempting to influence the purchase decision. The emotional side is where we can appeal to factors that cannot be quantitatively measured. The advantage here is that the potential upside result of any argument could far outweigh its expense. So too is this the case in selling your agency. I can say with firsthand knowledge that appealing to the emotional side of the purchase can be tremendously powerful and profitable when trying to sell your company. At The Barbarian Group, we literally had clients who dreamed of working with us and would go out of their way to find projects to do with us. Winning these jobs cost us nothing.

Suggested Citation

  • Rick Webb, 2015. "The Emotional," Palgrave Macmillan Books, in: Agency, chapter 12, pages 103-109, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-50122-6_13
    DOI: 10.1007/978-1-137-50122-6_13
    as

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