If your organization creates competent, intelligent, on-strategy content … you’re probably not getting anywhere. That’s because your competitors are almost certainly doing exactly the same thing! Content creation is too hard to just be stuck in the middle of the pack. The goal is to break free and stand out from the crowd. So how can we do that? Emotion. Yes, even for B2B companies. This webinar presentation covers: *The science behind emotional content *How to create emotion when you’re selling widgets *The role of UX in creating emotion *Which emotions are right for your business? *Examples of emotional B2B content

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Agenda.
• The emotion imperative
• The science of storytelling
• Creating emotion
• The role of UX
• What emotion is right for your business
• Some inspiration
• Q&A

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In business, we strive to be logical.

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We believe that
making a
logical
argument is the
best way to
make the sale.

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But get this ….

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But get this ….
Appealing to your customers’
logical brain is highly illogical.

7. All evidence points to B2B buying
decisions being made by
emotion.
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Percentage of customers who feel emotionally connected.
2013 CEB study

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Relationship between number of perceived personal risks and emotional
connection.
2013 CEB study

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[yeah, I know… I just appealed to your logical side.]

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e  mo  tion  al (əˈmō SHUN(ə)l)
content that creates an intense
feeling.

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Importantly, this is not about showcasing
your emotions –
it’s about getting your customers to feel
their emotions.

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“While our access to
raw information has
grown
exponentially, our
time to process this
information has
declined rapidly,
which has placed an
unprecedented
premium on the act
of meaning-
making.”
- George Dyson, science
historian

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FACT: No one likes being bored.

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FACT: No one likes being bored.
(even at work)

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You need to target your customers’ feelings
and beliefs.
(you can’t do this with a spreadsheet.)

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You need to get their neurons firing.
(logic doesn’t do this.)

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You need to get them to feel before they
will act.
(which means you need to have empathy for their position.)

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Emotion is the gasoline that fuels marketing
awesomeness.
(and the best way to get your customers engaged emotionally is to tell
them a great story.)

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Stories engage our emotions.
Stories spur us to action (like buying).
Stories help us remember messages.
Stories light up our brains.

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So… let me tell you a story.

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“controlled” vs.
“automatic”
[or, logic vs. emotion]

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the rider is the b2b buyer, trying to make a rational decision… but influenced
by gut feelings and emotion … even if he doesn’t realize it!

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B2B marketers are
always trying to direct
the elephant.

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We can motivate the elephant to go in the
desired direction by finding the emotional
connection.

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How?
How can you create emotion
when you’re selling widgets?

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Key Ingredients

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4 Ingredients - attitude

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4 Ingredients - energy

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4 Ingredients - confidence

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4 Ingredients - skill

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• Be human.
Some extra spice

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• Be human.
• Avoid corporate speak, industry jargon and
overly formal language.
Some extra spice

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• Be human.
• Avoid corporate speak, industry jargon and
overly formal language.
• Write with passion.
Some extra spice

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• Be human.
• Avoid corporate speak, industry jargon and
overly formal language.
• Write with passion.
• Write like you’re talking to a friend… not
your 8th grade English teacher.
Some extra spice

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The Role of UX
Great design pulls in the visitor.
• Clean design
• Attractive font
• High quality images
• Intuitive navigation

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The Role of UX

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The Role of UX

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The Role of UX

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Which emotions are right for your business?
Happy
SurprisedAfraid
Sad
Disgusted
Angry

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Blah blah blah…
Sounds great, but no companies actually
do this, right?

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AppDynamics

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Cisco

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Xerox

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Intel

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Dun + Bradstreet

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Intent HQ

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Q & A

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Thank you!
john@scribewise.com
@ScribeMiller