Last week I had the opportunity to present "Five in 24" for the Iowa Association of Business and Industry. If you want more on what "Five in 24" is and want me to come and share with your group...here's a link.
One of the segments in the presentation deals with "Creating Advertising that is Effective". It's our opinion that creating messages using emotion is far more effective than "fact based" creative. One of the attendees asked a great question: "How about business to business advertising? Your thoughts seem to pertain to business to consumer advertising."
Using emotion in B to B advertising works just as well as B to C. Why? Because no matter what you are selling; people still (and I know this is wacky talk) buy from people. And because that's still the way we conduct our business, building on those relationships buy using emotion works...every time.
It's how you build the creative that is important.
While that was a great question it is also a prime example as to why internal marketing departments of corporations could use some professional outside help. Here's why: If your business is focused on how technologically superior your product is the marketing will often focus on the hard-core nuts and bolts of your "Frapinstat" and not on the human outcomes of actually using it.
Yet your "Frapinstat" might change lives, might save lives, might make work easier, might change the way people live, might alter production, might save money so that going about life is easier.
And, this doesn't mean you scrap all the "high-tech" jargon but you should use a mix that is effective. It doesn't mean your message has to be tearful or sappy but it should move something in the viewer that connects with the human vs. the cold, hard facts of why you think your company is...superior.
Hope that helps and thanks for reading!