Written by: Vickie Sullivan | July 25, 2024
Why B2B Marketers Should Embrace B2C Messaging Tactics
I’ve advocated using business-to-consumer (B2C) brand messaging strategies for over a year. Now, this approach is gaining traction, and the lines between business marketing and consumer marketing are beginning to blur.
In a recent Digiday article, marketing executives said they are encouraging B2B marketers to ditch corporate speak and push emotional messaging. They believe that reaching out human to human will help them break through a crowded marketplace.
While many of us already do this in sales conversations, we still need to change our content marketing. Here are two more significant shifts we need to make:
• Switch from industry jargon to emotional messaging. In the past, using the latest buzzwords made us look like an insider who knew the lingo. Now, this language is so overdone that buyers’ initial reaction is an eye-roll. Let’s commit now to using plain English to address the visceral side of a situation.
• Switch from standard storytelling to emotional experiences. Many of us use stories as examples or to prove our impact. That’s fair enough. Now, we must expand our narratives to convey an unexpressed perspective. It’s the visceral reactions—not insights—that prompt memory and cause people to share our content.
This shift to using B2C marketing tactics is bigger than it appears. Buyers want more than our track record and accolades. They want to know that we viscerally understand the inner game of getting results.
Listen: The Biggest Barrier to Using Emotional Messages
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