Humor plays a big role in B2C advertising and marketing. However, most marketing material in B2B segments screams
“Just the facts, Ma'am!”
But why is that?
B2B content is for serious business, isn't it. But who wants to be serious all day long?
Nobody!
Businesses are built on people!
So let's get some human touch back into the communication in B2B.
Give your prospects and customers something they can look forward to.
Don't get me wrong. The following video might not be the perfect choice since the song is more than 60 years old.
(Watching is totally optional.)
Donald O'Connor performing the Cole Porter song "Make 'Em Laugh" in the musical film “Singing in the Rain” in 1952. Click the image (↑) to play on YouTube in a new window.
I am also not saying start to tell silly jokes in your email newsletter, because that certainly won't work for very long. Talk to your sales team (if you have such) and they will tell you what your prospects and customers want to hear.
But from my own experience as marketing manager in the corporate world I know that many marketing and advertising gals and guys are looking down to the sales people. This is totally counterproductive but it is the situation in many companies and the problems grow with the size of the company. It will pay off to fine-tune the messages to your target audience.
Think of it from the human point of view.
Which newsletter would you wait eagerly for:
- The “Just the Facts” type of newsletter?
- Or the newsletter with personality, talking to you as a person?
If you don't do this already and don't know where to start, begin with making them smile. I am sure you were having a lot of business and sales meetings in your career. Now think about funny moments that helped building relationships.
The right type and dose of humor acts like a bridge.
Seven years ago I have written “
B2B Marketing Fundamentals Don't Change” (↑) showcasing
“The Man In The Chair Ad”. Still valid today. Check it out if you like.
Then go to work.
Yours
John W. Furst
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