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Thought I’d try to do one post without using the term “ain’t.”  So far, so good…

 

One of the first things I tell my clients when they’re speaking, doing a campaign, etc. is pretty simple:  people love a good story.  We in marketing communications like to wax eloquent about the fundamental differences between “B2B” (business to business) and “B2C” (business to consumer).  Many marketers believe the wacky but amusing stuff of beer commercials or fast food ads should live in the B2C world, while the business customer (B2B) will prefer to view more respectable materials in his or her efficient search for a product or service.   The last I checked, however, most “Bs” are made up of “Cs.”   And those “Cs” still love a good story.

 

So what the hell am I talking about?  It’s simple.  Most marketers doing business to business marketing and advertising all too often forget that people make the decisions at businesses.  Not every B2B message needs to look like it came straight from a Bar Journal or out of an instruction packet.

 

How many B2B ads have you stumbled across today that you can remember?  Or B2B Web sites?  Now—what’s your favorite?  Do you have one?  Why?  Is it because the text managed to include the term “leverage” 36 times, clearly proving that this is the business for your business?  Is it because the legal team had its way with the text, encouraging the site to use 400 words where 10 would have been sufficient?

 

Certainly, there are practical functions to any good advertisement, Web campaign, landing page and so on.  Do you understand the message?  Is the message relevant?  Does that relevant message have any value to you?  Is it clear that it has value to you?

 

These are all precursors to any good piece of marketing or public relations.  I’m talking about making a marketing message stand out from its thousands of brethren, all stampeding and pushing, crowding and straining an already saturated and breathtaking array of media channels, vying for your attention.  I’m talking about (cue the 10 cent term that proves I’m a legitimate marketer…) differentiating your message.

 

So which is more likely to win your attention?  1) A stock photo of two non-descript (yet physically flawless) businesspeople smiling in utter satisfaction at whatever it is they’re spying on a laptop before them (and I really, truly do hope to someday see something on a laptop screen that makes ME that happy…), or 2) the clever banter of “Mac” and “PC” (apologies to Apple), who somehow make the onerous business of choosing a desktop something far more entertaining?   And yes, I know, the Apple commercials are designed for consumers.  Work with me here.

 

There are numerous opportunities for the B2B marketer to step up his or her game.  Since you’re all hustling through your short Thanksgiving work weeks, I’ll be uncharacteristically brief. 

 

• Speaking at a trade show?  Offer practical, real-life stories wherever germane.  People prefer solid examples to boilerplate pronouncements.  Try to make sure they’re interesting, though!
• Rebuilding the corporate Web site?  Don’t bother with “testimonials” (or, even worse, putting quotes around your own unsubstantiated assertions) unless there is an authentic story to them—something better than “I’ve worked with ABC Corp. for 82 years, and have always been pleased with the timely service, durable product and measurable results.” 
• Doing a mailer or e-mail marketing piece?  Go beyond the traditional feature-benefit approach.  This still has a place, and it’s called marketing collateral.  There are even times when this works in your direct marketing or advertising, but you’re putting yourself back into the pack with this well-worn approach.  Talk about the real issues that people have when seeking a product such as yours.
• Dabbling in Twitter?  Sharing the mission statement through Facbook?  People, even businesspeople, go to social media sites to hear from, connect with and learn from people, not business plans or boilerplate.  Don’t share pics from your last Vegas weekend, but do encourage the perception that there’s a real person (with interests, hobbies, fears and maybe, just maybe, even a sense of humor) blogging or posting on behalf of ABC Corp. 

 

Unfortunately, there’s an added element of cynicism about “corporations” and “businesses” these days—even with people who, themselves, are in business.  Just humanizing your marketing message doesn’t make your business less “professional,” less credible or less noteworthy.  In fact, you may find that it makes it more effective.