I only have six seconds to deliver a single, vital fact about the role of emotion in business-to-business (B2B) decision making, so please pay attention.
A goldfish has a nine-second attention span. Your customer has only a six-second attention span.
That means everything you’ve said about your product — its features and benefits, those three key bullet points under each of them, the table of specifications, that stirring statement about your mission, values and vision — none of that matters if you didn’t grab a customer’s imagination and attention in the first six seconds. When the time comes for them to decide, you’d better hope you made an impression with six seconds worth of something unforgettable.
Reading this guide can help you:
- Better understand the role of emotion in the B2B customer’s buying process
- Find supporting scientific studies and business research all in one place
- Discover how to use emotion effectively in your next B2B marketing campaign
