More than anything, B2B marketers want to be taken seriously. They want to appear smart in front of their audiences – whether that’s clients or peers. That tends to lead to an overuse of jargon as we strive to prove our insiderness. Plus we assume B2B buying decisions are based upon logic rather than emotion (ahem, they’re not).
It tends to make B2B marketing really boring. But here’s some breaking news for you – B2B content doesn’t have to be boring. It doesn’t have to read like it was written by Mr. Spock. In fact, science tells us that emotion is better at spurring people to take action (oh, look – I just appealed to your logical side). Our brains are hardwired for stories; really – researchers tell us that stories have the power to fire neurons, get us excited, and get us to feel emotion. When our emotions are engaged, we’re far more likely to take action – and that’s marketing’s goal: driving action. This doesn’t mean you need to turn your marketing into a Lifetime movie, but it does mean you need to examine the dramatic aspects of the market in which you operate…
