You’ve heard from me before on the need to push your readers’ hot buttons. I got into all kinds of writing strategies in Conversion Copywriting: Strategies to Create a Customer Comfort Zone. In case you missed it, here’s my presentation:

Today, we’ll get more insights from Ardath Albee on the subject.

Ardath is a B2B Marketing Strategist and author of Digital Relevance: Developing Content and Strategies That Drive Results.

In this guest post written for Kapost’s Marketeer blog, Ardath examines how B2B decisions are made and to what extent emotions enter the picture.

Her article begins…

When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical.

I disagree. 

If you look into the behind-the-scenes processes throughout the continuum of the buying process, you’ll find a lot of emotion underlying the logic in B2B purchase decisions.

The most obvious reason why this is true is that B2B buyers are people. They’re just people spending their company’s money—rather than their own—to achieve a business goal. Spending company funds comes with a lot of expectations and pressure. Depending on the nature and size of the purchase, the decision a B2B buyer makes could affect a whole lot of people, and even the company’s sustainability or growth potential.

Read the full article at: marketeer.kapost.com