Emotional Targeting Quotes

“I’m always amazed by how often I see designers create wireframes with lorem ipsum text and then send it to a copywriter or the CRO manager to fill in the blanks. Designing first is a clear sign the customer wasn’t the focus when creating the page. The designer created it based on what looks best, what’s cool right now or what competitors are doing.”
― Talia Wolf, Emotional Targeting: Win hearts. Boost sales. Own the market.

“You should use social proof to solve the objections and emotional concerns your prospects have. If your testimonials only focus on how great your solution is and aren’t strategically placed to help customers overcome specific hurdles, you’re missing a key optimization opportunity. Effective social proof should directly address the specific objections stopping prospects from converting. For example, if customers share that they’re concerned about the transition from their current software, share a testimonial from someone raving about how seamless the changeover was. Remember — prospects will believe customers like them more than they’ll believe claims that you make.”
― Talia Wolf, Emotional Targeting: Win hearts. Boost sales. Own the market.

“It’s hard to keep up with new trends in technology. However, there is one thing I know to be true: technology changes, and humans don’t.”
― Talia Wolf, Emotional Targeting: Win hearts. Boost sales. Own the market.

“I love this example because I almost always see ‘reduce form fields’ come up when people talk about B2B best practices or ‘surprising’ tips and tricks. Maybe you’ve seen it too. Maybe you even tried it, seen a dramatic increase in your conversion rate and, after looking at the data, realized it led to crappy leads. Anyone and everyone was signing up and while you might have increased conversions, your entire sales team was frustrated because they were overwhelmed with unqualified leads. Someone else’s best practice wound up screwing with your sales pipeline. (This actually happened to a collegue…)”
― Talia Wolf, Emotional Targeting: Win hearts. Boost sales. Own the market.

“The more experiments we ran, the more it became clear that almost every business tries to tackle their conversion problem the same way:

- Leaning heavily on ‘best practices’
- Speaking to too broad an audience
- Overcomplicating their funnels
- Over-relying on software to fast-track their results”
― Talia Wolf, Emotional Targeting: Win hearts. Boost sales. Own the market.

“Decision making — especially at the highest levels — isn’t as data-driven or as simple as it might appear.”
― Talia Wolf, Emotional Targeting: Win hearts. Boost sales. Own the market.