Who to study for B2B and other logical environments

6 replies
Hi all;

All sales have some element of emotion, but in some industries the hypy emotional selling styles are not enough on their own. I'm in real estate and targeting private lenders, referral partners, sellers of commercial buildings etc. So I'm looking to learn from a copywriter who errs towards a more polished and professional style, with a hint of emotion and a solid logical base. Can anyone recommend some good reads?

#b2b #environments #logical #study
  • Profile picture of the author Alex Cohen
    Bob Bly and Steve Slaunwhite are both highly respected B2B copywriters who have published on the subject.

    At some point, your firmly held belief about logic and emotion in B2B selling will fall by the wayside.

    For example, did you know that a lot of larger business purchases are based more on emotion than logic? The people responsible for these buys are very worried about losing their job if they buy from the wrong vendor. Worry is a powerful emotion.

    Like they used to say in the mainframe computer world, "Nobody ever got fired buying from IBM!"

    {{ DiscussionBoard.errors[8729444].message }}
  • Profile picture of the author Delta223
    In my face to face experience dealing with private money lenders, home sellers etc, there is a lot more thought that takes place before decisions are made, and numbers are a big focus also. It's a different type of sale than when I sold appliances or residential painting; Drew Whitman (author of Cashvertising) refers to the difference as "central route processing" (If I take the first loan offer I could lose hundreds of dollars every month. I better shop around) vs peripheral route (man it's hot, I think I'll grab a beer. Coors sounds good!)


    {{ DiscussionBoard.errors[8729563].message }}
    • Profile picture of the author Alex Cohen
      Yes, I understand all that.

      Here's the fact of the matter... the more you stoke the driving emotion(s) of your prospects, the more you'll sell.

      I'm not saying be hypey. I'm not saying be pushy.

      I'm saying... don't underestimate the emotional side of the equation.

      {{ DiscussionBoard.errors[8729642].message }}
      • Profile picture of the author marciayudkin
        I'm saying... don't underestimate the emotional side of the equation.
        I agree with Alex: It's possible to hit on buyers' emotional hot buttons while still having a restrained and non-hypey style. This is what the best B2B copywriting does.

        You might want to take a look at the program I put together in September on how to write and promote in a non-hypey way. Steve Slaunwhite and Nick Usborne were two of the presenters. The link is in my signature.

        Also, I've trained copywriters who went on to specialize in technical B2B selling, including one guy with a higher degree in physics who now does copywriting for advanced technical devices that the average person cannot understand. He has that niche pretty much to himself and makes a good living at it.

        Marcia Yudkin
        Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
        {{ DiscussionBoard.errors[8729896].message }}
  • My view is never write hyped up, high pressure, buy or die stuff.

    I've always found the response soars when you don't (even in the markets that have been injected with massive hypodermics).

    {{ DiscussionBoard.errors[8729951].message }}
  • Profile picture of the author 0oo0
    All you need is a good emotional story surrounding the "logic" you're golden
    {{ DiscussionBoard.errors[8730336].message }}

Trending Topics