Every business has to get at customers' emotions differently, in whatever way best suites them. If you are a business consultant, you may think all you offer are functional benefits like reports and analysis. While your clients may need these things day-to-day, there's an underlying emotional benefit that you can offer them as well: building their reputation among their colleagues, helping get them promoted or allowing them to balance their work and family pressures.
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Oh, I am an Alpha Phi, loyal and true, I chose the ivy leaf because nothing else would do. So now I'm wearing that golden pin -- silver and bordeaux, And it stands for top notch girls wherever we go. TSM.