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Understanding the Value of Emotion
Talia Wolf is the Founder and Chief Optimizer at Getuplift, a conversion methodology funnel optimizer. Sound complex? It’s actually a big “ah-ha” for brands. Her team helps brands understand their audience better to fix leaks in their funnels. Her customer-centric optimization process builds more leads, sales, and other conversions.
Talia joined this episode of E-Commerce with Coffee?! to talk to host Nate Svoboda about the central driver in successful sales funnels: customer emotion. Even in B2B sales, she argues, the driving emotions will be what get customers’ attention and inspire them to look at products and solutions seriously. Listen to the full episode for Talia’s energetic insights.
What to listen for:- The interview starts with Talia’s backstory. As it turns out, she first worked at a tactical social media agency. Her focus was on social ads. She drinks her coffee cold, no matter the weather.
- Once Talia started experimenting with conversion optimization, she experimented in an intriguing way until building her own process. Talia’s optimization process is based on how and why people make purchasing decisions. Her company, Getuplift, is an agency and a training space for brands.
- As Talia and her business grew, she dug deeper into the psychology of purchasing. For any client she works with today, she starts by investigating that client's target audience. What are the emotions the avatar is driven by? How does the problem (or the solution) make this audience feel? Customer surveys, interviews, social listening, and even design analysis (including color psychology, emotional visuals, etc.) are all part of how Talia does what she does.
- Once you do all that work, Talia says, “it’s clear as day what’s wrong [in your funnel].” Maybe your brand is talking to the wrong customer or pitching something that the customer doesn’t care about. Talia explains why brands must be “customer-led.”
- The question of B2B came up in the interview, too. When you make a business purchase, Talia explains, “you’re still emotionally driven.” In fact, there are even more emotions involved. “What if my manager says it's terrible? What if no one likes this purchase? What if adoption is low? What if it's too expensive?”
- Nate also asked Talia about the biggest mistakes she tends to see in brands’ funnels. Her reply was quick: focusing on the product instead of the customer. “Your product is a vehicle, not a destination.”
- Listen in to learn what industry uses emotion least of all. Knowing who the worst offender is gives that industry the biggest opportunity to improve.
- Later, Nate asks, “where does logic come in?” Even with the emotional show-stoppers, the cost or benefits of a product still play in. Talia explains just how beautifully these two things go together. Don't just say, “we have 500 templates,” she explains. Say, “get all the templates you need to achieve X, Y, and Z.” Even product specs can leverage emotion.
- This kind of research and strategy is not just for the biggest brands, either, and Talia explains why. Listen to the full episode for this and more!
Timestamps:
0:28-1:01 Introducing the guest, Talia Wolf.
1:01-2:46 Talia's relationship with coffee
2:47-5:19 Talia's personal and professional background
5:20-8:51 Getting into the services that support brands in optimizations
8:52-12:13 How B2B sales are different than B2C
12:14-14:49 What mistakes Talia sees most
14:50-19:50 What does effective emotional targeting look like?
19:51-23:48 Types of content that use emotion better
23:49-31:57 Where does logic play in?
