Being on-message was the hallmark 20th-century advertising. Being both on-message and on-emotion is the hallmark of 21st-century advertising.

Scientists and psychologists now argue that people are emotional, not rational, decision-makers. Grounded in psychology and neurobiology as well as a study of advertising tactics, this new book from Dan Hill (author of Emotionomics) provides ten rules that enables companies and advertising agencies, large and small, to be more effective. About Face benefits from Hill's decade of research into facial coding, the tool describes in Malcolm Gladwell's Blink and showcased in the TV series Lie to Me. Improving advertising results requires leveraging emotions, creating a lively brand personality, addressing people's values, and recognizing their search for shared meaning via social media.

Loyalty, after all, is a feeling.

Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process. He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers. He has appeared on CNN, the Today Show, MSNBC, and Fox Business. He is the author of Emotionomics, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life.