Small businesses should pursue emotional connections as a science—and a strategy! There are 9 key ways that clients emotionally buy. How do we satisfy their emotional needs and give them confidence that we are the small business for them? Ensure you are taking advantage of the emotional triggers and provide a solution through your expertise & business.

For the last 18 years as a solopreneur, it has been a rollercoaster of emotions as I have learned, grown, been disappointed, overwhelmed and lacked focus. It can be isolating to run a business on your own. A lot of our experiences as small business owners are learned on the job, in the failures and wins — or perhaps you get lucky and get input from a trusted peer.

Each year, I pick a word as my anchor for the year. For 2021, it is “empathy”. As a person who deeply wants to see the success of others, I am constantly challenging myself to see past the social circles I grew up in and learn more about people who have had different life experiences, desires, religious perspectives and cultural upbringings than me.