Experts weigh in on emotional engagement in B2B storytelling
By Zion Rufus
The ability of a brand to incorporate emotional appeal into its storytelling has become an important factor in branding. In today’s age of nonstop customer engagement, telling compelling stories fosters emotional connections with the brand as it draws the consumers closer, makes them feel better about themselves, and improves customer engagement, and develops loyalty.
A monstrous misconception about brand storytelling:B2B storytelling can’t be emotionally engaging,” said brand storyteller, Nora Agbakhamen.
“I always get this ‘Nora, our B2B brand story can’t tug at people’s heart strings because we’re selling complex solutions to businesses, not products to individual consumers.’ The truth? Think of your B2B audiences as individuals who have emotions. Real people who can love, fear, hope, and dream. Humanize your stories by highlighting their struggles and your brand’s efforts to improve their situation and take them to their desired place. They will never forget how you made them feel. It’s that simple. I’ve never seen a winning copy that doesn’t exploit emotions. Life is a roller coaster of desires. Exploit the most powerful, tie it to your product, and watch your copy convert.”
According to copywriting legend Eugene Schwartz, the greatest mistake marketers make is trying to create demand. People have emotions, and great copies exploit these and channels them to your product. Schwartz pointed that brands should learn to take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus them on a particular product.
Supporting Agbakhamen’ notion, communications strategist, Mamuzo Nwokoro shared: “Absolutely! Emotions make storytelling so captivating; if it lacks it, it is simply a flat collection of words. Interestingly, it’s always about how it makes us feel.”
On a similar premise, marketing professional Bharat Aurangabadkar advised: “Think of your B2B audiences as individuals who have emotions. Real people who can love, fear, hope, and dream. For them, culture is interwoven into the brand and product, and it’s a showcase of what your customers experience of you.”
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