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A HANDSHAKE IS ONE widely recognized form of greeting in many cultures. It's meant to be a warm, friendly gesture, asking for nothing more than welcome and acceptance. This subtle "feel good" approach can also be applied to your marketing initiatives - and can be highly effective in influencing your target authence. ^J Humans are largely motivated by their emotions, with emotion stimulating the mind 3,000 times faster than rational thought. Recent published findings in neuroscience indicate it's emotion, not reason, that primarily drives customers' purchasing decisions. How your company makes a customer feel, how they believe your values align with theirs and your overall likability are all integral to creating clients who are highIy favorable toward - and attached to - your business.