How does a small business use emotion to improve their marketing?

We can not use the passion with all segments of customers

You must know your customers in-depth and then we know with whom we use and when ؟؟

Thank you for your question

using emotions is one of the advertising methods. Can't really tell you the exact emotion to use because it depend on ur product and the market you are addressing.  It needs a lot of research so that you won't get a negative reaction. 

they usually appeal to the community they are in that we are a local business offering our solutions and services to community to supprot our towns success and add value to business structure within the community as the town or city is looking for local businesses to support the towns effort to become a key business and industrial town.

this usually works as the more the businesses in the town or the city the less people will be taxed due to businesses paying a big chunk of taxes and employing local expertise.

so i will support  local businesses  because they offer more jobs,a brighter future for the town and most important my property will be more valued and i will pay less tax.

another way is to support lets say cancer a wareness week and your company and products will support the cause.people will feel that this company really cares,and they will buy and prefere its products over other companies.

Emotions will not work always so every company has to depened on strong marketing strategies and strong sales skills