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The essence of marketing is to evoke an emotion from your audience so they are motivated to buy, download, or otherwise engage with your brand.

The true marketer’s dream is for that evoked emotion to propel a user from a customer to a referrer; and have them share their brand experience with a relative, friend, colleague, or Yelp user.

The biggest question marketers are left with is which emotion would be most compelling toward that goal. While some would argue it would be fear, guilt, or urgency, most of these emotions leave a bad aftertaste.

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