Let’s face it. So much of what goes for B2B marketing is ghastly boring. How many variations of lower cost, higher efficiency, longer lasting, better ROI, etc. have we already seen? Buyers will often take these messages for granted, so just stating and repeating them has little or no impact.

Human beings are emotional beings – even when they’re at work, and there are many studies that show decision making (even for the most rational people including the people who might be interested in your device, substance, software, or whatever it is you manufacture) is heavily influenced by emotional incentive. Continue reading →