Web copy & buyer emotions
Why do B2Bs ignore The Fear?
[This is an extract from my article on The Marketing Meetup]
If fear is the “granddaddy of emotions” in B2B, what are those words doing on your homepage?
Does B2B messaging and web copy actually speak to fear-based emotional needs of buyers?
Fear of not getting promoted.
Making a bad decision. Then paying for it with your job.
Fear of criticism. The unknown. Professional embarrassment. Feeling like an imposter.
If B2B buyers’ most vivid emotion is fear and all its complexities, what’s the deal with all the messaging about speed and ease?
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Read more at The Marketing Meetup, including why Unlocking ease faster (yawn) could be the header of just about any B2B homepage (and what to do about it).
I’m Sue Moore, B2B Copywriter and Psy-copy® Strategist. I fix your messaging using copy psychology, so you can engage and persuade buyers human-to-human.
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