Should B2B Copy be Devoid of Emotion and Salesmanship?
October 16th, 2008 by Bob Bly
LT, a veteran B2B marketer, took me to task in an e-mail he sent me, in which he disagreed with my claim that many consumer marketing techniques can be profitably applied to B2B selling.
According to LT, good B2B copy meets the following criteria:
1–It is completely fact-based — full of numbers, statistics, graphs, tables, charts, data, specs,and whatever other technical content the prospect needs to make a correction buying decision.
2–It appeals to logic and rational decision-making. Business prospects are professionals, and to pander to them with emotional consumer appeals insults their intelligence.
3–It is short … as short as possible. Business prospects are busy and have too much to read. The less there is to read in your copy, the greater your response rates will be. Long copy in B2B gets tossed in the trash.
4–The style should be “professional,” not the “conversational” style we advocate for consumer direct response. “These are eduated people and you must talk to them on their own level, which is high,” says LT.
5–You should liberally and deliberately use jargon. The prospects use it, and you want to speak their language, not yours.
In your experience, is LT right? Is brevity, directness, jargon, and heavy technical content the best way to sell to the B2B market?
Or do the same appeals that work so well in consumer direct response — e.g., curiosity, flattery, fear, greed, guilt, exclusivity, human emotion, and a me-to-you conversational style — also boost response in B2B?
What say you?
This entry was posted on Thursday, October 16th, 2008 at 8:15 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
October 16th, 2008 at 9:10 am
Are you kidding?
LT: It is completely fact-based — full of numbers, statistics, graphs, tables, charts, data, specs,and whatever other technical content the prospect needs to make a correction buying decision.
Stacey: I disagree. Not all B2B works that way. It depends on how they use what you are selling and your customer. If you are selling pharmaceuticals to a doctor and someone is selling promotional supplies to a doctor for his reception area or furniture for his pediatric department, you have to appeal to him differently. Some things require emotional pitches. I know of a Park Avenue Lawyer who contracted with a storage company merely because their direct mail package and message appealed to her emotionally and made her connect with them. Though it contained the necessary facts, there were no stats, tables charts, etc. It contained the basic information she needed to make an intelligent decision. And, by the way, almost nothing makes her emote . . . positively!
LT: It is short … as short as possible. Business prospects are busy and have too much to read. The less there is to read in your copy, the greater your response rates will be. Long copy in B2B gets tossed in the trash.
Stacey: I disagree. This is a mistake many copywriters make. If it takes more text to successfully execute the thrust of your message, NEVER be afraid of more text, especially in B2B. Often, the more information you include, the better. B2B professionals are very busy and oftentimes, they’d prefer to read more, because it gives them more meat with which to have an intelligent discussion and cuts down on the conference time when they meet with you.
I don’t agree with a lot of other things LT said, but I just don’t have the time.
Bob: In your experience, is LT right? Is brevity, directness, jargon, and heavy technical content the best way to sell to the B2B market?
Stacey: No.
Bob: Or do the same appeals that work so well in consumer direct response — e.g., curiosity, flattery, fear, greed, guilt, exclusivity, human emotion, and a me-to-you conversational style — also boost response in B2B?
Stacey: Some of the same appeals work, not all.
October 16th, 2008 at 9:35 am
While I think you need to deliver a message of substance and relevance to a B2B audience,sticking to a straight “just the facts” writing style can result in copy that doesn’t fully connect with and excite your audience. It’s been my experience as a B2B copywriter that there’s value in being conversational and injecting some humanity into even the most technical of messages. The main thing is to know your audience, talk about what matters to them, and maintain credibility by never crossing the line between conversational and “cutesy.”
October 16th, 2008 at 10:55 am
I agree with most cases except # 4.
The person that will make the decision is just that… a person. They are susceptible to the same emotions that any other person is. They want someone they can trust and that they can relate to.
I have no problem with using facts and jargon… that is good, but if the person can view you as a friend because of the personality you bring, they will more likely decide in your favor.
October 16th, 2008 at 11:41 am
Some of my thoughts…
1) There must be a good logical-emotional ratio. I think some emotions are good, but what I’m against is repeated emotional hot-button pounding. B2B buyers buy for their companies, using their companies’ money, so they buy differently from B2C shoppers.
3) Serious buyers want to know as much as possible. They make high-ticket decisions, and therefore need lots of information to make the right decision. See one of Bob’s reports on the Saab brochure.
4) I believe in a mix of professional and conversational. The buyer is a professional but also a human being, hence I believe in the balance. But I also think that it would be a mistake to write to them at a grade 8 level. Many of these buyers have advanced degrees and often know more about the topic than the salesperson or the copywriter.
5) Yes, I agree. I think jargon can be used and this creates a peer-level connection between buyer and seller.
I love using curiosity in my writings but I always stay clear of flattery, fear, greed or guilt.
I guess, I could use some greed or fear to boost response, but it goes against my own values.
October 16th, 2008 at 11:48 am
It seems like the absolutely correct answer is that you have to test it. The question then is what to test.
The best performing promotion will no doubt be somewhere between a statistical analysis and a straight emotional plea. Even so, people are people and any promotion that’s completely devoid of either component probably won’t work as well.
Your best bet is to realize that people are people and while you may want to take it up a notch from writing to an 8th grade level to a 10th grade level (depending on the market), most experienced copywriters will tell you to include some degree of emotion.
It can be a both/and rather than either/or situation. The best result will be found in the right amount of each for the particular audience.
October 16th, 2008 at 11:58 am
My best advice for B2B marketing material has always been guided by the ‘Powerpoint’ principle: meaning, give enough factoids that the buyer can add to his/her presentation. Emotion can play a roll, but if your copy saves time to digest the purchase via powerpoint. It helps a lot. I’ve seen vendors who leave their PPs in ready format with the prospects to help them with justifying the sale to management
October 16th, 2008 at 12:11 pm
The short answer:
It depends on two things:
1) WHICH BUSINESS you’re marketing to … project managers and chemical engineers, for instance, have a different mindset than, say, graphic designers or photographers.
And
2) what are you selling?
The even shorter answer is really a question:
What is most appropriate?
October 16th, 2008 at 12:37 pm
This is great. I’ve only worked B2C, but have thought about getting into B2B too.
I always felt that the logic to emotion balance is different in B2B, but that you still needed some emotion in there. The person making the decision is still a human being. Exact details would depend upon the prospect’s business and situation within the marketplace.
Just my thoughts on it.
October 16th, 2008 at 1:12 pm
Oh, something REALLY important I forgot to add:
This overall discussion is very relevant to a writer who is writing for a B2B client that has NO real “knowledge” of what kind of approach or appeals makes their targeted audience respond best. That is, they haven’t tested extensively or at all … or maybe they don’t have any audience feedback.
I almost always get information from my B2B clients about what irks or fires up their audience … how they like to be approached … etc. For example, I’ve been told that one particular audience was “very literal” and therefore, a certain phrase wouldn’t fly – and so on. That’s shorthand for the kind of info. a seasoned B2B client will pass on about their audience.
When the audience is NOT so defined, the answer is – you’ve got to test. Just as you would with any or type of marketing. See what works best.
Now if you have to advise a client on which way to go, you’d better have some back up to support your stance. And that doesn’t boil down to black and white (emotional versus robotic) … it’s a very multi-faceted sort of thing. And needs to be customized – so going full circle, back to my original comment (or rather question), “What’s most appropriate?”)
October 16th, 2008 at 1:14 pm
any other type
(sorry for the typo – letters got lost in my editing)
: /
October 16th, 2008 at 5:17 pm
It sounds to me that LT is of the mind set that a spec sheet full of measurements, sizes, numbers and graphs should be enough to seperate his business from the next when selling to other businesses.
I am not quite convinced.
Businesses are run by people not computers.
Individuals interact with an advertisment, direct mail package or web site. And those same people hand over their credit card and then use the product or service they bought.
I know I am moved by emotional or emotive copy, and not just spec sheets. Copy gets me to the point of wanting to buy, and the spec sheet, which I think LT is saying should be enough to sell the item, assists me in adding logic and reason to my buying choice.
A spec sheet will get me to buy a product, but it will not get me to buy the product from YOU. Emotive copy will.
Fiona Fell
http://www.FionaFell.com.au
October 16th, 2008 at 6:01 pm
I agree with everyone that says that ultimately it’s a person making the decision. In my experience you have to figure out who the decision maker is for buying your product – is it the CIO, CEO, a school administrator or teacher, the person at mid-level that’s trying to move up in an organization and needs to look good?
Each of these types of people have motivations for buying your product and you have to talk to the emotions behind them. It’s not going to be as emotional as selling teddy bears to parents, but humans are not Mr. Spock and completely logical. There’s some emotion in every decision.
October 18th, 2008 at 5:55 am
[…] Should B2B Copy be Devoid of Emotion and Salesmanship?… […]
October 19th, 2008 at 8:31 am
Okay, I’ll be the one who says that LT is basically right, and so is Ashley. It all comes down to two basic rules:
1. Don’t pay attention to rules, and
2. Know your audience!
Michael Kelberer
http://www.writingthatmeansbusiness.com
October 20th, 2008 at 3:53 pm
I’d love to see some testing on this- split runs, etc.
Neil Rackham in “Spin Selling” makes the point that discussing extra features reduce sales in the complex sale. This is based on empirical research.
“Selling is Dead” makes the case of different types of complex sales- aggregate demand, vs. new paragigm, etc.
Are you selling to someone who is going to buy something no matter what? Is he replacing existing of the same?
Is the buyer a visionary, an early adopter? Or a conservative? Are you selling a recognized category of solution?
Should all complex large sale marketing be directed at lead generation and account advancement, with the solution selling process generating the USP and final copy?
If you write too much copy, do you lock your self out of having the conversation to consult and formulate the solution?
Maybe there is no answer without answering those questions.
If anyone knows good sources for B2B copywriting that includes considerations for complex large sales, market adoption models, new paradigms, and marketing in those areas, I’d been very interested.
I’d also like to see Bob Bly provide his answer!
October 20th, 2008 at 5:07 pm
LT is wrong on just about every point. He completely fails to appreciate that because business customers are persons, communications to them should try to connect on a personal level. That means starting out by conveying an understanding of the customer’s situation and in particular the problem that your product is going to solve. Then, of course, back up your solution claim with sufficient data to support it.
But it would be a tremendous mistake to do as LT apparently suggests and let the data try to speak for itself. Instead, you not only need to present the data but tell your readers what it means to them. And often what it means to them is saving time (so maybe they don’t have to work so late), saving money (so they can grow their department or keep their job), closing more sales (so they can earn more commission), increasing their company’s revenue (so they can get a bigger bonus) and in general making themselves more valuable to their employer (so they can win a promotion) — which are pretty emotional benefits to outwardly rational decisions.
Jargon should be avoided unless it is necessary to connect with the reader or is the only or most accepted way to refer to something in the reader’s industry. Otherwise, you should recognize jargon for what it really is: a convenient cover used by people who don’t really know what they’re talking about.
And of course B2B writing can be conversational. It should be just as conversational as the in-person B2B sales pitch. Or does LT believe that a salesperson should deliver an academic lecture rather than engaging in a one-to-one conversation? I want my B2B copy to sound like something you would actually say to a prospect. I want the reader to hear my words in their head. I want to write in short sentences as much as I can. And even use sentence fragments to keep sentences from getting long. I want to make continued reference to “you” so that the reader thinks “me” or “I.”
>OK, I caught myself using B2B, which I suppose is jargon. But it was used in the question, which makes it reasonable to use it in the answer. <
In the end, the main thing LT doesn’t get is that there are different types of buyers with different information and communication needs. Maybe he’s right that some buyers make only rational decisions based solely on the data. But not every buyer. Not even in business. Most of us know that ourselves from the different personalities of our different clients.
If this means that LT won’t like my B2B copy, that’s OK. My clients and their customers do.
May 27th, 2010 at 10:54 pm
Furniture Manufacturers Directory provides info on furniture products and manufacturers that export worldwide. Offers a wide range of furniture that furnishes the living room, dining room, bedroom, and office. Also features the outdoor furniture.
June 25th, 2018 at 5:39 am
Thank you for sharing the article! I’m glad to find this information here.
https://www.idolnetworth.com/
August 30th, 2018 at 9:26 am
https://t.me/altcoinanaliz
October 31st, 2018 at 1:45 am
CreeHack APK Download is the best apk for modified apps for Android. You can download CreeHack APK from here & then use it to buy in-app purchases https://www-creehack.com/creehack-app-usage/
November 7th, 2018 at 9:39 pm
Your article content is being a lot of people interested, I am very impressed with your post. I hope to receive more posts.
November 15th, 2018 at 3:18 pm
Thank you
February 10th, 2019 at 4:48 am
The only guide you need to download, install, and use TweakBox app in iPhone, iPad, Android, and PC in Just 2 minutes without Jailbreaking.
February 21st, 2019 at 8:00 am
Hotstar is an Indian digital and mobile entertainment platform launched in 6 February 2015 by … World Cup with some entertainment content, it had 1 million downloads within six days of its launch and doubled that number in ten days
September 16th, 2019 at 7:36 am
Meet someone special on our dating site. Meet interesting singles with Pure.Dating!
August 28th, 2020 at 1:12 pm
you have done some really great research on this article, i really loved it and i appreciate your hardwork. keep sharing.
click on the link below now to study your desired digital marketing from professional trainers
http://360digitalmarketing.pk/
October 5th, 2020 at 3:08 am
if you want to grab a cool hoverboard but on discounted price then you should not miss hoverboard black friday deals this year.
April 28th, 2021 at 4:41 am
I am absolutely taking pleasure in your publish and anticipate new posts. You shared such a informative things. Your blog is very informative and i appreciate your effort. Thanks for sharing this. writing pad
June 11th, 2021 at 4:25 pm
What we do e our nursery comes first in breeding special colored pug puppies and french bulldog puppies here in the state. We also make sure all puppies adopted from us have the below characteristics.
https://pugslandbreeder.company.com
November 22nd, 2021 at 10:21 am
I was looking it for so long , and i found it finally that i know it will help me . https://www.bacarasite.com
November 22nd, 2021 at 10:21 am
Additional remedies include Reiki and energy therapy, chiropractic therapy, massage, meditation and visualization, acupuncture, diet and nutrition, exercise, stretching and deep breathing exercises. salvia for sale
https://www.sportstoto365.com
June 23rd, 2022 at 9:28 pm
No one would agree with you more completely than I do me. It’s a really logical and elegant summary of what I want to say. I want to look around your blog more. I’m sure there are more good topics on my blog that you can write about. Please come and check.
?????? https://www.avimograbi.com/
June 23rd, 2022 at 9:28 pm
This blog is really awesome. At first, I went around your blog lightly, but the more I read, the more gem-like articles I read. I like reading your writing. Many people are looking for topics related to your writing, so you will be of great help to them. tododok
February 9th, 2023 at 3:16 am
Awesome blog. I have read and thought about what you said. I have bookmarked it and I am looking forward to reading new articles. Keep up the good work!valorant yoru jacket
April 13th, 2023 at 7:12 am
Es ist auch wichtig zu beachten, dass Burning Series ein hohes Risiko für Viren und Malware darstellt. Die Plattform hostet bs.toInhalte auf Servern von Drittanbietern, die möglicherweise unsicher sind. Dies bedeutet, dass das Risiko besteht, dass Ihr Computer oder Ihre Daten infiziert werden.
July 7th, 2023 at 12:43 am
love the content of this blog and the positive intent you have. Thanks!
August 27th, 2023 at 2:59 pm
Hello everyone! I hope you’re all doing well. I wanted to share my recent experience and recommend the best female escort service I came across. I had the pleasure of booking through https://vibe-city.us/ recently, and I must say, it was an exceptional experience. The website is user-friendly, and the selection of escorts is impressive. The women I met were professional, charming, and provided an unforgettable experience. If you’re looking for a top-notch escort service, I highly recommend checking out Vibe City. You won’t be disappointed!
October 18th, 2023 at 11:35 pm
Surprise the new parents with our beautifully curated baby gift box. Each box is carefully assembled, filled with an assortment of baby essentials and delightful surprises. Our elegant packaging adds an extra touch of sophistication to your present, making it a memorable gift to celebrate the arrival of their precious little one.
October 20th, 2023 at 2:55 am
New born gifts are heartwarming gestures to embrace the arrival of a tiny bundle of joy. Explore a collection of carefully curated gifts that bring comfort, joy, and practicality to the early days of parenthood.
November 14th, 2023 at 2:53 am
Social Media Agency Pakistan, BSNS Consulting understands the power of social media in modern business. We craft compelling social media strategies that drive engagement, build brand loyalty, and foster meaningful connections with your audience. Elevate your social media presence and stay at the forefront of your industry with our expert services.
November 21st, 2023 at 5:43 am
Cheap VPS hosting USA refers to a low-cost virtual private server hosting solution located in the United States. These VPS servers offer an affordable option for individuals and businesses seeking reliable hosting services within the USA. Despite the lower price, cheap VPS hosting USA provides adequate resources, performance, and connectivity for hosting websites, applications, or services with low-latency connections within the country.
December 4th, 2023 at 12:24 pm
At We Buy Dead Stocks we understand the value of unused, unwanted, or outdated stock. As dedicated used stock buyer, we specialize in providing a hassle-free solution for individuals and businesses looking to liquidate their surplus inventory. With our expertise and industry knowledge, we offer a seamless process that helps you maximize the value of your dead stock and turn it into profit.
December 6th, 2023 at 11:52 pm
A barberstuhl is a specialized chair used in barbershops. It is designed to provide comfort to male clients and facilitate optimal working posture for the barber.hese chairs often have a classic design and can be antique or retro-styled.
April 3rd, 2024 at 9:05 pm
Sometimes, a longer, more detailed strands copy might be necessary to fully address complex B2B needs and concerns.
May 6th, 2024 at 2:03 am
As a trusted Social Media Agency Pakistan, BSNS Consulting understands the power of social media in modern business. We craft compelling social media strategies that drive engagement, build brand loyalty, and foster meaningful connections with your audience. Elevate your social media presence and stay at the forefront of your industry with our expert services.
May 24th, 2024 at 6:31 am
Upgrade your salon with premium Friseurstühle at unbeatable prices from the friseurstühle outlet . Elevate your clients’ experience while saving on high-quality salon furnishings. Explore our selection today for stylish and comfortable solutions tailored to your space. Transform your salon into a haven of style and comfort without breaking the bank.
July 6th, 2024 at 4:46 am
Neal Fun is an interactive website that offers a collection of engaging and educational projects created by Neal Agarwal. These projects range from playful simulations to thought-provoking visualizations, providing a unique and entertaining way to explore various topics. Whether you’re interested in exploring the scale of the universe or playing with creative simulations, Neal Fun has something for everyone. Check it out here: Neal Fun.
September 5th, 2024 at 11:48 am
Life Science Art focuses on Life, Science and Art, take a look at LifeScienceArt.com
September 5th, 2024 at 11:49 am
Life Science Art focuses on Life, Science and Art, take a look at LifeScienceArt.com
October 3rd, 2024 at 1:05 am
In the debate over B2B copywriting, the balance between emotion and technical details is crucial. While facts and stats are vital, connecting emotionally with decision-makers can significantly impact their choices. Understanding your audience and tailoring your message—like in marketing for Monkey Mart—enhances engagement. A conversational tone can bridge the gap between data and the human element, ultimately driving better responses. Monkey Mart