When businesses talk to businesses - they tend to talk the way they talk to themselves in the office, on retreats or onboarding new hires.
And when these business professionals talk to customers they talk the same way - just adding a few buzzwords and even more first person pronouns.
In B2B this self-awareness is accepted as normal - it’s how you tell a story of why you matter.
But when B2B messaging turns toward B2C - in sales, service or nonprofit communications - it sounds like narcissism 2.0... and it’s alienating.
No wonder business professionals struggle in the B2C world.
No wonder B2C leaders consider marketing as an afterthought to their mission and product design and communications.
They’re much more comfortable among ‘peers’ (those who prefer to talk about themselves rather than the emotional motivations of customers, stakeholders and donors).
Check your B2B at the door and learn the brave new world of psychographics, emotional triggers and customer driven mission and product design.