Business decisions are made with spreadsheets and logic. …At least, that's what we tell ourselves. BUT the science says otherwise. Every decision (even in B2B) is fundamentally emotional. Yet companies continue optimizing features and pricing while conversion rates barely budge, staying trapped on the deadly hamster wheel of optimization. In Emotional Targeting, Talia Wolf shares her proven framework that's helped companies boost conversions by recognizing a simple the person approving that enterprise purchase isn't just evaluating features. They're wondering if your solution will make them look smart to their boss, solve their 3am worries, or advance their career. Inside this no-fluff playbook, you'll discover how • Uncover what your customers actually care about ( it's not your features) • Map emotional drivers to specific points across your customer journey • Create experiences that feel both logical AND emotionally satisfying With Emotional Targeting, Talia delivers a strategic, repeatable process for transforming customer touchpoints and escaping the deadly optimization hamster wheel. The result? Not just better metrics, but a product that becomes the obvious choice for the humans behind every spreadsheet. Praise for the book "Most CRO advice is tactical noise. Talia’s Emotional Targeting Framework is different. It gives you a repeatable, strategic system to understand what drives your customers to act. Instead of randomly optimizing buttons or form fields, you learn how to shape the entire experience around what your customers are feeling and what they need to say yes. Fresh, practical, and miles ahead of generic optimization advice." - Morgan Brown, VP Product & Growth - AI @ Dropbox “In your hands, you hold one of the most potentially-revenue-changing books for B2B ever written. Now you have a open, read, and implement the remarkable tactics and advice Talia Wolf has assembled from decades of experience and thousands of conversion tests... or, give copies to everyone on your executive, marketing, and product teams so they can do it with you. I recommend both.” – Rand Fishkin, Cofounder of SparkToro & Snackbar Studio. Author of Lost & Founder “This book will show you how conversions aren’t solved with math; they're earned with meaning. It’s not a numbers game. It’s a people game." –Ann Handley, WSJ best-selling author and Chief Content Officer, MarketingProfs