Question

Topic: Branding

Emotion Based Messaging - Does It Work In B2b?

Posted by Anonymous on 1/18/2008 at 2:12 PM ET 250 Points
Launching a comprehensive database/index with over 2MM healthcare provider information. Want to target Suppliers to the healthcare industry (labs, med staffing, billers, med software).

We'd like to sell to the Sales, Marketing and Ops roles within the supplier group.

Our draft messaging now is very emotion based. eg for Sales - reads:

Build Relationships. Deliver Results.
People buy from people, not companies. Develop trust-based relationships to set you apart from your competition.
Your prospects – ranked, qualified and segmented from over 2M comprehensive provider profiles

We'd like to send the message that our product is more than a contact lead list - it is the first step to making connections, relationships, etc.

How does that message resonate with you, the marketing communications expert? Is this clear or sappy?

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RESPONSES

  • Posted by ilan on 1/18/2008 at 2:19 PM Member
    In your world, emotions will not make me your client before I know you.
    Harping on the heart strings is like a stranger telling you:"Trust me,Trust me" all the time before you even had a conversation with that person.
    I would say that for the launch use other tactics.
    You earn trust and respect and all the other emotional elements, you don't tempt people into them, specially not in your line of business.
  • Posted by L. Duggan on 1/18/2008 at 6:06 PM Member
    It's difficult for those without any sort of emotional connection to your product or service to provide any credible feedback on whether the message resonates. You should really talk to a few members of your target audience to get a real perspective. All we can offer you is dispassionate opinions which may or may not be reflective of the way your target market really feels.

    If this is an important decision you have to make, then by all means go to your target audience. If the penalty for making a poor decision is relatively low, then secondary sources may be okay. Good luck.
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