Targeting your buyers

Creating an emotional appeal for your business

It is well-known that to influence people to change their behaviour, you need to appeal to them on an emotional level or apply the “what’s in it for me” principle. In other words, people need to work with both intellect and emotions. Either one on its own is like rowing a boat with only one oar.

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What David Jones and Click Frenzy can teach small business

The lead up to Christmas is traditionally one of the busiest periods for retailers. This year, however, online sales in Australia have been poor, and some businesses have managed to do more harm than good to their reputations by hosting a string of disastrous online sales. What can small businesses learn from two recent online sale disasters?