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You’ve probably heard the saying: ‘We buy on emotions and justify with logic.’
But although neuroscientists have long agreed that the rational mind plays a small role in decision making, many B2B sales messages still favor facts, figures and logic.
Some B2B marketers emphasize the more emotional benefits of their product or service, such as saving time or avoiding stress. However, these tactics often fail to resonate with buyers on a deep, emotional level that elicits a reaction, such as a sense of accomplishment, feelings of security or even nostalgia.
So, how can we tap into people’s emotions to increase conversion rates? How can we resonate so strongly with our target market that they convert effortlessly?
Don’t underestimate the power of storytelling
Stories can effortlessly change our emotions and physiological state — and, consequently, our actions.
I’ll prove it to you right now.
Imagine a fresh, juicy lemon in your hand. Imagine squeezing it and feeling the lemon’s cool, textured skin with your fingertips. It’s firm and ripe. You put it to your nose and can smell its bright, citrusy scent….