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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...

B2B Copywriter, B2B Copywriting, High-Tech Marketing

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 management system for her company.

Sarah knows she these probelms have to stop and a change management system will help. She has investigated her options and is leaning toward the market leader in the change management space. Its got all the features her company needs and long track record of past success stories.

Theres just one problem

You Cannot Neglect a Business Buyers Personal Needs

While this solution is very feature-rich, it requires about 3-4 hours a day for maintenance and administration. Sarah knows her company cannot afford to hire a full time change management person, so the administrative burden will undoubtedly fall on her.

Sarah just had a baby earlier this year and already doesnt get to see much of her family. Her job is too demanding and overtime-intensive. This causes her to seek other options that might not require such an extra duty, but she just doesnt see any other products that meet her companys change management needs.

Are you beginning to see why the B2B sale becomes so complex?

Selling to a prospects emotions is very important. But B2B sales prospects have two sets of buying needs that dont always dovetail with one another. You must address both if you are to maximize your chances to sell big-ticket B2B products and services.

Thats why its important that you hire a B2B copywriter to understand this dichotomy and can address both sets of needs. Business, as well as personal. Very few copywriters can do both in the same promotion with an equal degree of skill. So when you find one who can, hang on to him: hes worth his weight in gold.

Well talk more about meeting the B2B buyers business needs while addressing his personal concerns and emotions in a future post, so keep your feedreader pointed right here at ericlynchcopywriter.com.