B2B companies focus on product features when they should tell stories about real customer benefits. Emotional narratives influence buying decisions more effectively than specs alone.
so smart to sort of bring it all back to it's about storytelling. And so often, like, that's one of the sort of pieces of the brand strategy or brand building that B2B companies sort of miss out on is they just want to talk about the features. Whereas if you can create a story that shows how those features deliver benefits in the life of the customer, then that gets really compelling and it taps into all of those sort of emotional elements that then, you know, guide that decision-making and guide that preference.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
