Business people are not analytical buying machines. They worry about their jobs, and seek products and services and the advice of others that will help them succeed.
But today, most b-to-b communications are about as emotionally stimulating as Ben Stein’s book-on-tape narration of the tax code
In this new world of over-stimulated audiences, fragmented messages and customer control, information is useless until you give it some emotional context. Emotion and information together make up the brands that will help business people succeed. That’s what makes them worth buying.
Here are some simple ways to emotionally engage your customers with your brand:
If you have a couple minutes, there’s more to customer value.
Gordon can give you some ideas.
