Make no mistake: clear, compelling corporate messaging must be developed using a disciplined and intentional process. Each dimension of your story must be carefully validated, crafted, sequenced and worded.
That said, many B2B leaders forget to infuse their corporate story with the one thing that truly brings it to life: emotion.
For messaging to truly resonate with and motivate your target audience to take action – logic alone will not do the trick. It has to have a quality that speaks to the hearts of your buyers. It has to be able to engage prospects and customers on a deeper level.
Neurologist Antonio Damasio confirms this in his book, Descartes’ Error: Emotion, Reason and the Human Brain. In this book, Damasio shares a simple and powerful fact:
Without emotions, humans are incapable not only of rational thought, but are also unable to pull the trigger on even the simplest of decisions.
That’s why your story must include the perfect blend of rationale and emotional messages that will resonate with buyers. Many neurologists state the basic human emotional triggers include:
Connection: humans want to belong and look good to others.
Fear: humans want to avoid failure and loss at all cost.
Greed: humans have a competitive desire to win and best their competition.
> Does your message strike the proper balance between logical and emotional engagement?
> Does it tap into your buyer’s desire to be part of or participate in a growing trend?
> Does it empathize with their fears, uncertainties and doubts?
> Does it paint a picture of the success they desire to achieve?
Many B2B marketers think that because their story is about business – their messaging should be “all business.” The truth is, messaging that leverages both logical and emotional drivers has a much greater chance of connecting with and converting more B2B buyers.
Learn how we can help you craft an emotional and engaging B2B corporate story that accelerates growth. Speak with our experts today.
That’s Your OnMessage Minute.
