The Tragedy and Potential of B2B Romance
Apr 16, 2012
A Business Romance Fable:
The young bachelor had thought things through, run the numbers, and determined that he now had the actionable intelligence needed to propose romantic and legal commitment. He took his beloved to the best-ranked restaurant he could afford, palming a ring purchased from the highest-rated jewelry store in his geographic proximity. After a meal marked by the requisite amount of humorous quips, inquiries about emotions, and assorted compliments (analytically targeted at 30%/25%/45%, respectively), he assumed the proven posture of romantic entreaty. Fixing his gaze at the desired 30-degree angle to his beloved’s eyes, the young bachelor softly stated:
“My love for you has reached an exponential rate of growth, achieving more than my desired recuperation of 150% my Total Cost of Ownership. Were you to leverage me as your marital partner, our collective enterprise would benefit from up to 70% performance improvement and a minimum 3/5 increase in our quantitative happiness index. To learn more about how I can demonstrably revolutionize your experience, please take this ring.”
We’re all aware that marketing and romance are not parallels. If a business-to-business advertisement composed a love sonnet in the praise of its new server technology, your IT manager would not be impressed.
Even so, too often companies make the mistake of focusing so much on emphasizing the features, the numbers, and the facts of their product that their message fails to woo the customer. Sure, we want proven reliability, measurable improvements, and cost savings in our purchases. But those don’t excite us. Behind all these numbers, there are qualities that do more than catch an accountant’s eye.
Every product has ideas, potentials, promises… all the people that can be reached, the markets that can be turned around, the planet that can become better than it was. These unquantifiable and immeasurable possibilities do to a listener what no numbers can ever accomplish: inspire.
The ideal marketing message, especially for more technical companies, emerges from finding the resonant ideas in the product science. This means arranging the numbers and features so their latent potential echoes in the customer’s imagination. More than demonstrable benefits, this kind of message harmonizes reality with possibility, composing a larger story in which the customer’s business is a vital voice.
In short, taking the facts and making them sing.
This isn’t an easy task. It takes a creative team who combines respect and expertise on product details with a passion for metaphor, imagery and evocative storytelling. It also requires a client willing to trust these creatives when they transpose the branding message and information to make it better resonate with the customer. With the right working relationship, you can create a powerful marriage of artistry and facts.
Centerline has the imagination, passion, and knowledge to compose a winning and thoughtful message for your marketing, hitting all the right notes to ensure your customers move beyond polite attention and into inspiration. Perhaps, even falling in love.