Fiona holds her first solo coaching session in today’s episode. Learn more about the two kinds of drivers that lead customers to purchase a certain product or service. Fiona will also discuss why you need to aim for brand loyalty and how you can apply the laddering concept in your marketing and business strategy. 

Topics discussed in this episode: 

• Introduction [0:45]
• What was the last thing you bought? [1:37]
• The Emotional and The Rational Drivers [2:30]
• Capturing Someone's Attention [4:43]
• What is An Emotional Driver? [6:31]
• What is A Rational Driver? [9:46]
• Why You Need To Aim for Brand Loyalty [12:37]
• What is The Laddering Concept [13:39]
• Conclusion [16:09]

Resources mentioned in this episode:

• Seth Godin (Recommendation) [12:48]
• Laddering Theory, Method, Analysis and Interpretation by Thomas J. Reynolds and Jonathan Gutman  [13:48]

For a full transcript and to download today's worksheet on emotional and rational drivers go to mydailybusinesscoach.com/podcast/4

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