What You Must Account For When Writing Emotional B2B Sales Copy
Emotions. We all have them. And as marketers were all taught that you have to appeal to your prospects emotions in order to get your most-wanted response. When youre selling B2C products like health supplements and consumer newsletters, this is absolutely the true. But in the B2B world, its not quite so simple. Heres why
B2B Buyers Have Conflicting Emotions
True, the B2B buyer has emotions just like the average consumer. Only when you get her over the edge from I need it to I want it will she make a buying decision.
However, she is sitll an employee of her company. She must take into account her companys needs when making a decision to purchase your B2B product or service. And her companys needs dont always jibe with her own. Heres an example of what Im talking about.
Lets say Sarah is a software development manager with a medium-sized consulting firm. The programmers that report to Sarah make changes to the underlying software architecture without informing their supervisors. This causes broken builds and missed deadlines. Sarahs boss has told her she needs to buy a change...
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