The emotional connection between buyer and seller for the B2B sale is crucial. Psychology studies show that story creates emotions and can deeply influence our attitudes, beliefs and decisions. Why? Because when we engage in a story we are not using the critical rational part of the brain; instead we are engaging the older limbic system that supports emotion, behavior, motivation and long-term memory.
If you think that emotions are only effective for B2C and not for B2B where product specs and value propositions rule the buyer’s decision-making then you need to think again. Research carried out by Google revealed that B2B brands provoke an emotional connection with more than 50% of their customers. That’s compared to 10-40% for B2C. The emotional connection between buyer and seller for the B2B sale is crucial. Ignore that thought and you shouldn’t be surprised if your prospects ignore your content.