B2B Shouldn’t Be DOA

About once a month or so, Steve McKee of McKee Wallwork Cleveland writes a column for BusinessWeek, and he’s always right on point. This month, he does it again with 5 Common B2B Advertising Myths:

Over the years, my company has struggled with the creativity-limiting effects of myths like these many times. But we have also enjoyed breakthroughs with forward-thinking clients who overcome their pull. What we have learned is that people are people, and whether they’re making a purchase for themselves, their families, their companies, or even their government, their decision-making processes aren’t entirely rational. Even when they’re thumbing through the trades (perhaps especially then), they’re attracted to appeals that are unique, interesting, and compelling.

Read the whole thing, and if you do a lot of B2B work, send it to your client. But Steve mentions how he encountered resistance during one client presentation. I’d love to know his rationale and go-to arguments during a presentation when clients get nervous.

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.