B2B Emotive Marketing
Emotions are valuable, and value is emotional. Value is what you advertise. Ignore features, benefits, functions, the color of the paint on the server chassis or even ROI. These may help create value or close deals, but they are not value itself, and people buy value. Your boss doesn’t value your protoplasm, and if he does there may be a sexual harassment suit in his future. He values what you can help him achieve, which in turn should be what your company needs to achieve. The marketing question is what is valued? Rarely is it a functional process or a technical specification. Outcome is the center of value. Take AwayFind, a company that alerts you when you have an important email waiting. They have many features which are not valuable. The outcome however – to not be enslaved by needing to constantly check email – is very valuable. It is … Continue reading →