November 26, 2018

Feelings matter: Why emotional storytelling works

The bad news? Right now, the B2B marketing landscape looks a lot like a desert: dry, dull, and devoid of emotion.

The good news? It doesn’t have to be!

As B2B marketers, we know who we want to impact and where we want to impact them. Now, it’s time to focus on the emotional drivers that tell us why that impact matters.

Here are four benefits of telling an emotionally-driven story:

  1. When you turn we into me, you make a stronger connection.

    Whether your target is a retail shopper or a business buyer—they’re still a human with functional and emotional needs. When you look at things through their lens, your story will resonate on a deeper level.

  2. And powerful connections get powerful results.

    Fifty percent of B2B buyers are more likely to buy if they experience an emotional connection with your brand. And B2B audiences are nearly 50 percent more likely to buy a product or service that provides personal value.

  3. You answer the question: “What’s in it for me?”

    Your audience wants to be confident that engaging with your brand is going to be good for their business. But they also want to know that it’s going to be a good decision for them, personally.

  4. It’s your chance to stand out from the crowd.

    Everyone may be telling the same story, but that doesn’t make it the right one. You have an opportunity to create a distinctive voice that sets you apart from your competitors—take it.

The key takeaway: At the end of the day, consumers are consumers—some of them just happen to be in the commercial space. B2B or B2C, a story that centers around a person’s wants, needs, and feelings is a story that truly makes an impact.

Check out our work to see emotional storytelling in action. Or contact the B2B gurus at JK Design for expert help crafting powerful and emotionally-driven messaging that will really resonate with the people you want to reach.

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