Estás creando una narración B2B. ¿Cómo se añade emoción mientras se mantiene un toque profesional?

Depois que eu entendi que o maior concorrente da Cacau Show não é a Kopenhagen e sim o Boticário (porque os dois disputam presentes sazonais com o mesmo ticket médio) e que o Spotify era a maior "pedra no sapato" da Starbucks (porque estudos indicaram que pessoas conectadas com seus fones de ouvidos se distraiam e passam direto pelas lojas da cafeteria)... entendi que marcas que entregam valor e experiências (e não produtos) se destacam.

One of the key emotions that is important to build in your brand is trust. Trust is a complex emotion that can intersect with other negative emotions like anger, regret, disappointment. If a buyer has experienced any of those emotions with another supplier recently, what they may specifically be seeking is a company they can trust to deliver on all their promises. A simple way to think of building a brand is that you are making a promise that is important to the buyer, and keeping it. That is also an excellent way to build trust.

This drastically depends on the industry and brand guidelines. Each client requires a unique approach with a tailored balance. Start by deeply understanding the target audience—know what resonates with them and what might be too much. Analyze competitors, and experiment lightly while monitoring what works. Map out a content strategy that tells the intended story through a series of complimentary posts and resources. The most universal way to incorporate emotion is by highlighting pain points, challenges, or successes authentically. Also, even a simplistic approach like using emojis, can evoke emotion. But again, always keep in mind that all elements align with the brand’s guideline to ensure they connect without crossing the line.

When it comes to B2B, emotion is something we all need to focus on more. There’s always a human at the receiving end of our campaigns. People aren’t just looking for a solution; they need reassurance, trust, and reliability. B2B decisions are driven by emotion as much as logic. Here’s how to incorporate emotion into your B2B storytelling: • Identify Core Challenges • Empathize Deeply, show that you care • Build Trust • Be personal By doing this, you'll connect on a deeper level and position your brand as a true partner. At BlueMelon we love to bring human touch to everything we do. 🙌 We do this by using our head, heart, gut and heads. P.S. How do you bring emotion into B2B? Share your thoughts!

To use emotion in B2B storytelling, understand the emotions driving decisions, reliability, and risk management. Identify your audience's key challenges and craft empathetic stories that show how your solutions relieve their stress and uncertainty, reinforcing your grasp of their professional needs.

Don't overthink it! You are solving business problems for people; appeal to them as people. B2B has long suffered from messaging and positioning that focus narrowly on the business problem. Emotion and professional edge can work well together as long as your storytelling is anchored in the world of the person you're solving problems for.

First, you need a brand that your audience knows, recognises and associates with the values you represent, such as trust, innovation, quality etc. Investing (for the long-term) in your brand is critical and so often overlooked these days, when 'demand generation' seems to be the number one goal (and short-term approach) taken by many b2b organisations. But how do you tell your brand story? Authenticity is key, as is ensuring your points of differentiation are brought to the fore. The people behind the business and their stories can bring a brand to life, so talk to them, profile them, introduce them to key trade journalists and engage them in your brand marketing to stand out in a sea of often bland, corporate, emotionless same-ness.

Learn the psychology of your clients. To create relatability in B2B storytelling, try to find common ground between you and your client. Once you establish that, everything you say will become more relatable and trustworthy.

In B2B, we sell to people, not businesses. Ever pitched a product, and seen glazed eyes despite your perfect preso? I've been there, back when I was a Product Manager (feature this and feature that). What changed? Less product more human. Key learnings: • People make decisions, not companies • Share relatable experiences • Use empathy as your secret weapon • Humanize your brand and your content (don't know why [I do]) but in B2B we are so afraid of Brand Awareness. • Balance emotion with professionalism Remember: Relate your offer to real problems real people face. It's about building relationships, not just closing deals. P.S. How do you add the human touch to your B2B strategy?

Highlight the shared values, goals, and professional experiences that resonate with them. Incorporate real-life scenarios or anecdotes that reflect the challenges they face, showing that you truly understand their world. By humanizing your brand and demonstrating genuine empathy, you create an emotional bond that aligns with their professional needs, fostering trust and a deeper connection within the context of their business decisions.

You have to care. To convey emotion in storytelling you have to care about the topic, and the end result. Planning the story arc is a no brainer, but the evolving text has to engage. So the structure is your road-map, but not your prison. And review, review, review before you publish!.

In B2B storytelling, craft arcs that mirror real business challenges. Personify the protagonist as a relatable decision-maker facing industry-specific issues. Incorporate data-driven conflicts and multiple stakeholder perspectives to reflect complex B2B realities. Use time-bound elements to create urgency and ratchet up the drama. When creating a story arc to increase problem awareness, focus on the emotion of fear. e.g Damage to reputation, fear of missing out/loss. When focusing on educating about available solutions focus on gain, and the benefits, with an emotional tone of hope. This approach helps buyers see themselves in the story, understand your solution's value, and envision success with your offering.

I believe that incorporating emotion into storytelling can significantly enhance the impact of the messages. - I usually employ storytelling techniques like a hero's journey or a problem-solution arc to create engaging narratives. - I also try to build anticipation and resolution by creating tension and suspense to keep your audience engaged and invested in the story.

Utilizar arcos argumentales en la narración B2B puede hacer que tu mensaje sea más atractivo y memorable, al presentar historias de manera que capturen la atención y resuenen con tu audiencia.

Nothing boosts credibility like testimonials. For greater impact, choose testimonials that highlight how you helped a client achieve their dream, as this will evoke a wave of emotions.

I mean, what else can be stronger than someone's point of view outside your world giving that positive affirmation that you, or your product/service, have solved their problems? A testimonial is like a validation of your promise; it is the truth to all that content you are putting out there to convert. Why? Because they have already been converted and they loved it.

Testimonials serve as a compelling means to enhance the emotional credibility of your B2B narratives. When potential clients hear or read about the experiences of fellow professionals with your product or service, it can evoke feelings of trust and reassurance. 1. Use customer stories and customer testimonials that highlight the emotional benefits of my product or service. 2. Focus on personal experiences that encourage customers to share their personal experiences and how the product or service has impacted their lives.

Focus on testimonials that narrate a journey of transformation or success, providing detailed accounts that reflect genuine satisfaction. These stories will resonate more profoundly with your audience, creating an emotional connection while maintaining the professional tone essential in B2B communications.

Los testimonios son una herramienta poderosa en la narración B2B, ya que aportan credibilidad, humanizan tu marca y proporcionan evidencia social de tu éxito.

B2B products should help solve one major issue - stress. Stress caused by lack of time, price/expense, or ability to solve an exisiting problem. AI makes this works faster, SaaS solutions make things more centered. And all of these should make you more money!

Cuando presentas los beneficios de tus productos o servicios en una narrativa B2B, es crucial destacarlos de manera clara y convincente para captar la atención y el interés de tu audiencia.

Visuals have the power to convey emotions swiftly and effectively, often without the use of words. In your B2B marketing strategy, it’s essential to integrate visuals that enhance and support your storytelling. 1. Use emotive visuals and incorporate images, videos, or infographics that evoke emotions and complement the narrative. 2. Tell a story through visuals to create a sequence of events that tells a compelling story. For example, a thoughtfully crafted infographic can showcase success or growth, inspiring feelings of aspiration and accomplishment in a way that remains suitable for a business environment.