Talia Wolf is an internationally recognized conversion optimization expert, keynote speaker, and founder of GetUplift—one of the world’s leading CRO agencies. She pioneered the concept of emotional targeting, a transformative marketing approach that taps into what customers truly feel and need. In this episode, Talia breaks down her four-step emotional targeting framework and shares how brands can dramatically boost conversions by crafting messages that connect on a human level. If you're tired of copycat marketing and want to create powerful customer experiences that truly resonate, this episode is a must-listen.
00:00 Introduction
01:04 Introduction to Talia Wolf
01:43 Defining Emotional Targeting
02:24 Common Website Mistakes and Emotional Targeting Approach
04:29 Limitations of Traditional Marketing Personas
05:46 Research Methods for Emotional Targeting
06:32 Ethics of Emotional Targeting
07:47 The Emotional Hook in Decision Making
08:25 Case Study: Teamwork and Customer-Centric Messaging
10:44 Honesty and Addressing Customer Pain Points
12:18 Overview of the Four-Step Emotional Targeting Framework
12:22 Step 1 & 2: Research and Synthesizing Insights
13:19 Step 3: Emotional Targeting Audit
14:29 Step 4: Running Meaningful Tests
15:25 Using Customer Language and AI in Emotional Targeting
17:09 Challenges and Importance of A/B Testing
20:51 Becoming Emotional Detectives
22:15 Closing and Contact Information
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