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What’s your favourite song? Is there one that you hear and you immediately get nostalgic? For me there are some that really hit me – thinking of a place, an event, a person… sometimes it just takes that first chord to take me back.

Wouldn’t it be great to evoke those same emotions with your B2B clients?

Give that song by Big Wreck a listen with me as we see what the experts are saying this week…

Using Emotions in B2B Marketing

The shift to digital and online has been necessary in B2B but has also made human contact a rarity. And yet, it’s become clear that this human contact is vital to the buyer’s journey and customer experience in today’s environment! According to Forbes, emotions could be the new B2B marketing tool. Here are some ways you can leverage them:

  • Develop thought leadership content
  • Use social listening
  • Incorporate empathy
  • Maximize value
  • Focus on a customer-centric mindset
  • Conduct quantitative and qualitative research

Of course, the emotional play can be a bit of a tricky strategy. As marketers, we tend to want to keep our content light, to keep our prospects in a good mood. We don’t want to upset them… or do we?

Regardless of whether it’s an upbeat topic, Forbes says emotional appeal is still the most effective way to engage with your audience! When our emotions are sparked – that’s when we’re quick to respond. We tell a friend, share on social media, and scream at the top of our lungs (if only proverbially).

So if you’re looking to ensure engagement (let’s be honest, who isn’t?) and generate buzz around your brand, find a way to appeal to your audience’s emotions.

I really love that tune

Most people that know me understand my personal connection to Alzheimer’s research. A recent study from the University of Toronto shows that listening to personally meaningful music improves brain function in Alzheimer’s patients. As someone who lived with a family member suffering from this, I can personally attest to the importance of music in their life.

According to researchers:

Whether you’re a lifelong musician or have never even played an instrument, music is an access key to your memory, your pre-frontal cortex. It’s simple: keep listening to the music that you’ve loved all your life. Your all-time favourite songs, those pieces that are especially meaningful to you. Make that your brain gym.

Check out the Alzheimer Society Music Project – a way to reconnect people with the soundtrack of their lives by providing MP3 players loaded with personalized music to people living with dementia so they can crank that song.

Albums Turning 25 in 2022

Last week we discussed albums turning 50 this year. The following albums will turn 25 in 2022:

  • Foo Fighters – The Colour and the Shape
  • Radiohead – OK Computer
  • Blur – Blur
  • Oasis – Be Here Now
  • Green Day – Nimrod
  • Our Lady Peace – Clumsy
  • Big Wreck – In Loving Memory Of…

Any of these revelations make you feel old? If so, I’m sorry… or maybe I’m not, if it’s getting an emotional response! Thanks for the tip, Forbes!

As always, don’t hesitate to call me to engage or just say hello.

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat