Thank you.

Great post. As a B2C copywriter who is now writing B2B as well, I’m amazed at how that basic copywriting principal of speaking to a person on an emotional level is left out of B2B copy. I’ve covered the industry I write for (nutrition) as a journalist enough to understand how many emotions are involved in running a business. In fact it seems that there is sometimes more emotions wrapped up in some B2B buying decisions because it’s not just the individual who faces the consequences of their purchase, but the individual plus the whole company. And thus the individual faces the decision on two levels as a representative of a lot of other people whose lives will be impacted by the decision. And as a person whose individual life will be impacted by how the decision affects all those other people.

It can get pretty big.

In a business setting you can add:
+ Desire to impress colleagues
+ Fear of looking stupid
+ Wanting to do what other firms are doing
+ Fear of being the odd one out round the table