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I'm currently in a business class for folks interested in starting a small business. We are writing our business plans while learning about successful business techniques. It's been very fucking helpful in the pursuit of starting my business.
One fella that comes in and teaches has an MBA and has been a very successful business consultant for 20 years. One thing he says over and over and over is connect with your customers on an emotional level. He tells this story of how he was looking through a phonebook to find a funeral home, all of them that advertised in the phonebook had huge quarter and half page ads with a laundry list of services they provided, costs of services and names of people to contact and so on. The one he called though, was a little 2 inch by 3 inch ad that simply said, "In this time of bereavement, we understand you want the best for your loved one."
Apparently that little ad brought in 75% of their customers, and they were doing very good business.
Connecting emotionally with your customers is really, really key.
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The dot of an i is called a tittle.
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