Chris Wilson, MD of Earnest, outlines five essential steps to make emotion work in B2B
1. Think about your brand. What’s your brand’s purpose? What are your values? What emotions align to this purpose and value?
2. Think about your customers. What does your brand actually do for your customers? How does it help them? This will help you decide what ‘goals’ you can help them realise.
3. Line it all up. Once you’ve mapped your brand against customers’ goals, then assess which emotion aligns best with these.
4. Bring it to life. This is where storytelling kicks in. Doing an emotionally rich campaign is impossible without emotionally rich content that tells a powerful and engaging story.
5. Don’t use emotion exclusively. Emotion opens the door, it creates engagement. You need then to back this up with more rational proof points.
