 Business owners want to be able to tap into the emotional brain of their target market. When telling your business story, select the emotions that relate to your product or service. For example, if you are a company selling age-defying face cream, you want to stimulate the feelings of women over 40. Address how your product will help keep their skin looking young. For this reason, connecting with your customers on a very elemental, fundamental level is essential. When you tell an emotional story, you can tap into a psychological trigger in your potential customers. The emotions that go viral more than others are awe, positivity, happiness, fear, anxiety, and anger.