Let’s face it. Most buyers can smell a rat these days. If you’re not being honest and open about the products and services you are selling or how you manufacture or provide them, people aren’t going to buy. Last week I participated in a fantastic webinar hosted by Sustainable Industries and featuring Brand Strategist Susan Bierzychudek of Green Ideals and Scott James of Fair Trade Sports.
In the webinar, titled “Beyond the Eco-Label: Strategies for Marketing Your Sustainable Brand,” Susan explained that brand storytelling is far better than any green seal or label a company can use. (There are over four hundred green seals alone – see the LOHAS Journal article, Proliferation of 400+ Green Seals Detracts from Message). Buyers are justifiably suspicious and cautious.
Susan pointed out that any facts you use today to market your products or services are less powerful today because they are so readily available, but stories bring facts to life. She said that the middle market has eroded, and buyers are either looking for value with lowest price or values: alignment with their beliefs. Today’s buyers get emotionally engaged when they hear a story that tells them the seller’s values are in alignment with theirs. Studies have shown that people make decisions with their hearts. This is because decision-making takes place primarily in the limbic region of the brain, which is ruled by emotions.
Is your B2B marketing transparent? Are you still doing product-driven marketing, or have you graduated to story-driven marketing?