B-to-B Insights: Rational vs. Emotional
However, the emotion in B-to-B marketing typically comes in the front end of the sale, which involves getting attention and engagement. This is the place in the B-to-B sales cycle where emotion-driven consumer advertising techniques maximize marketing effectiveness. An example is the current TV campaign for Macintosh versus Microsoft, where Apple computers are positioned as cooler, friendlier and problem-free.
Once emotion hooks the B-to-B prospect, and he begins a serious evaluation of your product, logic and intellect take over. He gradually shifts from an emotional buyer (though residue of his emotional reaction to your marketing stays with him throughout the sales cycle) and increasingly toward a rational mode of decision making.
At this stage, the prospect is performing due diligence. He has to make sure the product can perform the functions required, fits the application’s requirements, is compatible with his current infrastructure, has the proper specifications and can handle the buyer’s application. Here is where traditional, informational, fact-based, content-rich B-to-B marketing—data sheets, brochures, white papers, podcasts and webinars—are most useful to buyers, because they contain answers to the buyer’s due-diligence research questions.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.