Did Business Buyers Want Emotion or Logic?

Sales weren't where we wanted them. Because we sold to businesses, we mostly used technical language in our sales and marketing material. It was dry and bland. And there were no emotions. After all, we were talking to "rational" business buyers. It was old-fashioned business marketing that presumed that if our product had the right specifications, it would sell itself. But it wasn't selling itself. So we decided to try the opposite approach — stirring emotions by making prospects cry, laugh, even get angry. Anything that proved we knew what they were going through.

Took a page from women’s mags
To find out how to do it, we pored through magazines like Redbook and Cosmopolitan. They often appealed to readers with emotional headlines (like "7 Crucial Things Your Gyno Forgot to Tell You.") that offered several ways to fix a common problem. Then we applied this style to our own copy. For example, the home page of our Web site now opens with a whole list of questions dramatized to highlight our prospects' common problems. Since we've made this change, sales and margins have risen sharply. (John Rinaldi, president, Real Time Automation, Milwaukee)

Reprinted with permission from
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