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In a crowded marketplace, standing out requires more than loud messaging—it calls for genuine connection. By understanding people's personalities, preferences, and behaviors, we can create media that makes them feel heard and valued, rather than simply marketed to. In this session, participants will learn to identify the distinct emotional drivers of potential fans, followers, or voters, enabling them to communicate in ways that inspire action more effectively. This approach emphasizes building relationships rather than relying on the traditional method of shouting for attention.