From Fear to Fortune: Nailing the 20 Emotions That Actually Work in B2B Marketing

Alright, folks, gather 'round for another thrilling dive into the world of B2B marketing (yes, I actually do start some blog posts like this... don't judge). Now, we're all familiar with the usual spiel: data-driven this, analytics that, ROI up the wazoo. We pride ourselves on being a "science," not an art (insert eye roll here). We craft meticulously researched white papers (that no one reads), crunch ROI numbers (that everyone questions), and detail features and specifications (that put insomniacs to sleep).

But here’s the thing that the most successful B2B marketers I’ve worked with understand: behind every business decision is a human being. Or, if you’re dealing with a buying committee, a group of human beings. And these human beings have fears, aspirations, and emotions and—brace yourselves—emotions. Shocking.

So, in a moment of either brilliance or caffeine-induced madness, I decided to pull together a chart of emotions commonly used in marketing and advertising and figure out how to transform B2B copy from dull to impossible to resist. Let's dive in (and maybe keep a stress ball handy, just in case).

1. Fear (AKA The "Oh Crap" Factor)

Fear is a powerful emotion. It is one of the most crucial emotions there is. Now, while I’m not saying you should scare your prospects, you must have invented your product for a reason, right? That means there’s pain involved with not using your product—pain that should make your prospect afraid. Use that fear.

• Description: Fear is a powerful emotion, driving action since time immemorial.
• Application: Highlight the negative consequences of not using your product to create urgency and motivate action.? (Think of it as the B2B version of "You'll shoot your eye out, kid!")
• Example: "Don't let cybersecurity threats cripple your business. Our enterprise-grade solution protects your data 24/7."
• Idea: Create a "Risk Assessment Calculator" that quantifies potential losses without your product.
• Suggestion: Use case studies of businesses that suffered due to not having a solution like yours. (Just don't gloat too much about their misfortune... that's bad form.)

2. Security (The "Warm Blanket" Emotion)

And on the flippity, we have security. Words like “guaranteed” were built to tap into a human need for security.?

• Description: Security is the desire for safety.
• Application: Use it by highlighting hidden threats and positioning your product as the solution for protection.
• Example: "Future-proof your supply chain with our AI-powered logistics platform." (Because "future-proof" sounds way cooler than "slightly less likely to go horribly wrong.")
• Idea: Offer a "Security Guarantee" or insurance policy with your product. (Check with legal first!)
• Suggestion: Create content around industry regulations and how your product ensures compliance. Nothing says "sexy" quite like regulatory compliance, am I right?

3. Love (Yes, Even in B2B)

Love is absolutely universal. Now, obviously, we can’t go around telling our prospects that we love them, but what we can do is show them how much we care. We care about their success. We care about them loving what we’ve built. We care about the things that they care about. Infusing your marketing with love isn’t actually that hard to do—just look at your inbox during Valentine’s Day.

• Description: Love is universal and builds trust.
• Application: Show your audience you care about their needs or appeal to their love for others.
• Example: "We're passionate about your success. That's why our customer support team is available 24/7."
• Idea: Create a "Client Appreciation Program" that recognizes long-term partnerships.
• Suggestion: Use warm, empathetic language in your communications to build emotional connections.

4. Lust (Keep It PG, People)

If you thought love was challenging, welcome to lust. Really, all we’re talking about when we say lust is how it makes you feel—that sensuality, that tactile experience. It’s very hard to incorporate lust when marketing something like a SaaS product or a service, but essentially, what we want is for them to feel special. I’ve often said that marketing is very similar to the dating game in terms of how we attract people.

• Description: Lust appeals to the desire for pleasure and sensuality.
• Application: Highlight how your product fulfills these desires with messaging like "indulge in luxury" or "experience pure pleasure."
• Example: "Indulge in the smoothest user experience with our sleek, intuitive interface." (Because nothing says "sexy" like a well-designed UI... am I right, UX designers?)
• Idea: Create a "VIP Experience" package for top-tier clients.
• Suggestion: Use sensory language to describe the experience of using your product. (But maybe avoid words like "moist"... nobody likes that word.)

5. Pride (Because We're All a Little Vain)

Pride taps into our need for accomplishment. We all want to be proud of ourselves at the end of the day, and so does your buyer. What do they want to feel? Position what you have as the answer to their issue. One of the ways this is done—most admirably by companies like Microsoft, Six Sigma, and more recently, HubSpot—is through a certification process. This really helps people feel proud of how far they’ve come. Grammarly does this very astutely with their weekly emails, telling you how much you’ve written, how many weeks of a streak you have, etc., etc. (It's like a Fitbit for your writing... minus the step count shaming.)

• Description: Pride taps into our need for self-worth and accomplishment.
• Application: Discover what your reader wants to feel, then position your offer as the solution.
• Example: "Be the hero of your organization by implementing our game-changing solution."
• Idea: Create a certification program that buyers can add to their professional credentials.
• Suggestion: Use aspirational language that appeals to the buyer's sense of achievement and status. (But maybe don't promise them a corner office... we can't control everything.)

6. SEE? Vanity (Mirror, Mirror on the Wall...)

Vanity is the desire for admiration and attention. We’ve seen this play out over and over in ego traps, honeypots, or situations where we get influencers and high-level buyers to feel better than everybody else. Exclusivity still works, and I imagine there are prospects and customers who deserve more exclusive savings, access, or service. Find those ones and appeal to their vanity. (Just don't tell them we called it vanity... that might bruise their egos.)

• Description: Vanity is the desire for admiration and attention.
• Application: Appeal to it by highlighting how your audience can impress others, get noticed, or become more attractive through your product.
• Example: "Be the envy of your industry with our cutting-edge management platform."
• Idea: Offer exclusive "early adopter" or "innovation leader" badges for clients to display. (Digital peacocking at its finest.)
• Suggestion: Use aspirational language that positions your clients as trendsetters in their field.

7. Recognition (Give 'Em a Gold Star)

Look, everybody wants to be recognized for what they do well. The best way to do this in B2B marketing is through case studies, testimonials, and showcasing success stories. Grammarly is a great example, as is Duolingo, though that’s not strictly B2B. Compliment people on how well they’ve done, put them out there to speak with you at events and conferences, and create roundtables and webinars—these all appeal to the desire for recognition. The same goes for fame, except recognition is between two people or entities, while fame is for those clients who want to see their name in print, so to speak. Events, conferences, and widely publicized case studies are better for clients with a fame need—maybe not for introverts. (Sorry, introverts... maybe we'll make a quiet corner for you at the next conference.)

• Description: Recognition seeks acknowledgment of talents. Like a pat on the back, but with more ROI.
• Application: Show how your product helps them gain praise or highlight their abilities.
• Example: "Join the elite group of Fortune 500 companies already using our solution to drive innovation."
• Idea: Create an awards program for clients who achieve exceptional results with your product. Just don't call it the "Dundies"... that's taken.
• Suggestion: Offer opportunities for clients to be featured in case studies or speak at your events. Sort of like show-and-tell, but with PowerPoint and expense accounts.

8. Fame (For the Spotlight Seekers)

• Description: Fame is the desire for recognition. (It's recognition's louder, more attention-seeking cousin.)
• Application: Show how your product makes them the star or the envy of others.?
• Example: "Become a thought leader in your industry with our advanced publishing platform."?
• Idea: Create a "Spotlight Series" featuring successful clients in industry publications.?
• Suggestion: Use testimonials from well-known clients to appeal to the desire for association with fame. (Because if it's good enough for [insert famous CEO here], it's good enough for you, right?)

9. Revenge (The Dark Side of Marketing)

Everybody wants some revenge on someone. You don’t have to use this solely against your business competitors. Tap into the bully that told them they were idiots, the aunt who’s always bragging about how their cousin has a better job, or the former boss who didn’t trust them with an important decision. It doesn’t matter what they want revenge on, but we all know what it feels like to want revenge—to show the world exactly what we’re capable of. If you can make them believe that your product will do that, you’re quids in. Just maybe don't mention the word "revenge" in your marketing materials...

• Description: Revenge taps into the desire for retaliation. (It's the "I'll show them!" emotion.)
• Application: Show how your offer helps your audience "get even" or "overcome adversaries."
• Example: "Leave your competitors in the dust with our market-leading analytics platform."
• Idea: Create a competitive analysis tool that shows how clients can outperform rivals.
• Suggestion: Use language that emphasizes winning and beating the competition.

10. Power (Cue Dramatic Music)

What does everybody want? Everybody wants to rule the world, according to Tears for Fears, and your prospects are no different. Everyone feels like they’re lacking control, especially at this stage. So, show them how your product will empower them and provide real examples.

• Description: Power represents control and influence.
• Application: Show how your product lets them "take charge" or "be the boss."
• Example: "Take control of your data with our customizable dashboard – make informed decisions faster than your competitors."
• Idea: Develop a "Leadership Empowerment" program as part of your product offering.
• Suggestion: Use language that emphasizes authority: "command," "lead," "dominate your market."

11. Health (Because Stressed Execs Need Love Too)

We all desire well-being. In the workplace, that usually translates into mental wellness. But that’s something very unique as well, right? We want people to feel like if they get our product or engage with our services, they’re going to take a mental load off. That’s precisely how we want them to feel—the desire for safety, that their company information is secure, that their clients are protected. They want to feel like everything is locked up tight so they don’t have to stress about it anymore. We see this a lot in compliance, where industry presence is key. Nothing says "peace of mind" quite like a 500-page regulatory document

• Description: Health taps into the desire for well-being.
• Application: Show how your product helps them "live longer" or "feel better," and appeal to their desire to stay healthy for loved ones.
• Example: "Boost your team's productivity and well-being with our ergonomic office solutions."
• Idea: Offer a "Workplace Wellness Assessment" as part of your product package.
• Suggestion: Highlight how your product contributes to a healthier, more balanced work environment.

12. Fortune (Show Me the Money!)

The desire for wealth—no, this isn’t about personal wealth. However, every prospect you have probably has some sort of budget authority, and they likely guard that budget more closely than their own. They know it will get taken away if they don’t use it all, but if they blow their budget, they might get admonished. They want to ensure that if they trade some of their precious budget for your product, the ROI will be there. That’s how you appeal to their desire for wealth. We have developed ROI calculators for virtually all of our clients, and they are lead magnets.

• Description: Fortune is the desire for wealth.
• Application: Show how your product boosts their financial success and offers high ROI.
• Example: "Our clients see an average 300% ROI within the first year. Calculate your potential savings now."
• Idea: Develop an interactive ROI calculator specific to your product.
• Suggestion: Use precise numbers and statistics to back up claims of financial benefits. (But maybe avoid going toooo hard on this one... we don't want any false advertising lawsuits.)

13. Greed (Because "Ambitious" Sounds Better)

• Description: Greed is the desire for more—resources, better living, and possessions.
• Application: Highlight financial gain, luxury, exclusivity, or savings in your copy. (Just don't use the word "greed"... let's stick with "ambitious" or "growth-oriented.")
• Example: "Maximize your profit margins with our AI-driven pricing optimization tool."
• Idea: Create a "Profit Potential Calculator" that shows projected earnings with your solution.
• Suggestion: Use phrases like "industry-leading ROI" and "unmatched revenue growth" in your copy.

14. Survival (The Corporate Jungle)

Survival is what we’re all striving for. We don’t want to come to any harm; we want to stay alive. This is from caveman days, and staying alive in the business sphere is essentially keeping your job. Show how your product helps people do their job better, how it can secure them in a certain role, and how your product makes sense in a senseless world.

• Description: Survival is the instinct to avoid harm.
• Application: Highlight severe threats, like mugging or disasters, to trigger this desire.
• Example: "Don't let market volatility threaten your business. Our predictive analytics ensure you stay ahead of the curve."
• Idea: Create a "Crisis Management Toolkit" as part of your product offering.
• Suggestion: Use urgent language and real-world examples of business failures to highlight the importance of your solution.

15. Acceptance (We All Just Want to Belong)

People want to belong. One of the best ways to help them feel like they belong is to include them as part of a community. Community management is how I got into this industry in the first place, and it’s never ceased to be important. COVID had an impact on it, but many of my friends are finding ways to interact online as well as offline. Special micro-events like dinners, smaller conferences, and things that make people feel accepted and like they belong are super powerful. It’s giving high school cliques, but with better catering and less drama... usually.

• Description: Acceptance is the need for social belonging. (It's the "sit with us" of the business world.)
• Application: Highlight your product's community aspect and make the tribe exclusive.
• Example: "Join our exclusive network of industry leaders and innovators."
• Idea: Create a members-only forum or annual conference for your clients.
• Suggestion: Use language that emphasizes belonging and being part of an elite group. But don't go full "cult leader"... we want community here, not cults.?

16. Happiness (Yes, Even in B2B)

Happiness isn’t hard to explain. If your product makes people happy, show it. What I would avoid, though, are those terrible photos of everyone cheering around one computer. What is that? (Seriously, who gathered the entire office around Susan's desk to look at a pie chart?)

• Description: Happiness is the desire for emotional well-being.
• Application: Show how your product reduces negativity or enhances positive emotions.
• Example: "Reduce stress and boost team morale with our streamlined project management solution."
• Idea: Include a "Happiness Index" in your product's reporting features.
• Suggestion: Use positive, uplifting language and focus on the emotional benefits of using your product.

17. Trust (The Holy Grail of B2B)

You need to make sure that your clients and prospects view you as trustworthy. If you break trust, you’re basically on your way to either no sale or a client leaving you for a competitor. This goes hand in hand with security, as mentioned earlier. You need to let them know you’re reliable and consistent. If you put out a weekly newsletter, ensure that it goes out every week. Unlike my gym routine... but that's another story. Also, Do as I say, Not as I DON’T.

• Description: Trust is the foundation of business relationships and decision-making.
• Application: Emphasize reliability, consistency, and proven track record to build trust.
• Example: "Trusted by 90% of the Fortune 100 companies for over a decade."
• Idea: Showcase long-term partnerships and client retention rates.
• Suggestion: Emphasize stability, reliability, and proven track record in your messaging. Just try not to sound too old and boring, there's a fine line there somewhere.?

18. Innovation (The Buzzword We Love to Hate)

We’re all sick to death of the word "revolutionary," but innovation does appeal to our desires. This is one we’re easing off a little bit right now because, frankly, people are tired of "unprecedented." You see that in memes where they say, "I’m ready for just precedented times." People don’t want to live through everything we’ve experienced in the past eight years and then have their marketing also be unprecedented or brand new or cutting-edge. So, innovation is cool, but maybe once things have calmed down a bit in everyone’s personal lives, we can go back to innovation as a mainstay of marketing. But at the moment, it's a tier-two emotion. (Let's put a pin in "disruptive" while we're at it, shall we?)

• Description: Innovation appeals to the desire for cutting-edge solutions and competitive advantage.
• Application: Highlight how your product keeps clients ahead of industry trends.
• Example: "Stay ahead of the curve with our AI-powered predictive analytics."
• Idea: Create a "Future of [Industry]" report showcasing your product's cutting-edge features.
• Suggestion: Use words like "revolutionary," "groundbreaking," and "next-generation" in your copy but sparingly, we don't want to sound like a parody of ourselves.

19. Efficiency (The Buzzword That Never Dies)

I don’t even feel like I need to explain this. Efficiency gains are one of the most common ways to market anything, but it’s an emotion nonetheless—time savings, money savings, easing up the burden of mundane tasks. You see it everywhere in marketing. For example, “Free up your recruiters to do this by automating that.” It’s basically everywhere.

• Description: Efficiency appeals to the desire for optimized processes and resource utilization.
• Application: Show how your product saves time, reduces waste, or improves productivity.
• Example: "Streamline your operations and save 20 hours per week with our automation suite."
• Idea: Offer a free trial focused on demonstrating time-saving capabilities.
• Suggestion: Use before-and-after scenarios to illustrate improved efficiency.

20. Expertise (Because Everyone Wants to Feel Smart)

Expertise is showing your prospects and clients that you have what it takes to guide them. This is why you see so many people investing in thought leadership and relationships with trusted analysts—because they want to prove that the product or they, as a company, have the expertise necessary to help you solve your problem. You wouldn’t buy a diaper from someone who’s never changed one.

• Description: Expertise appeals to the need for specialized knowledge and experienced guidance. Yoda, with better grammar.
• Application: Highlight your company's industry knowledge and skilled personnel.
• Example: "Tap into our team of industry veterans with over 100 years of combined experience."
• Idea: Create a thought leadership blog or podcast featuring your company's experts.
• Suggestion: Highlight awards, patents, and unique methodologies that set your company apart.

And there you have it, folks—a whirlwind tour through the emotional landscape of B2B marketing. Remember, at the end of the day, we're all just humans trying to connect with other humans (even if those humans happen to be wearing suits and sitting in corner offices). So go forth, tap into these emotions, and create B2B marketing that actually makes people feel something... preferably the urge to buy your product.

The B2B Emotion Hall of Fame (or, "Emotions That Actually Work on Suits")

Alright, folks, we've been through quite the emotional rollercoaster. But let's face it, some emotions pack more punch in the B2B world than others. It's like the Avengers of emotions, if you will. So, without further ado, here are the heavy hitters you'll want on your marketing team:

1. Fear: Ah, good old fear. In B2B, it's not about monsters under the bed, but the terror of making the wrong decision or missing out on the next big thing. It's like FOMO, but with a corporate expense account. Highlight those risks, wave those red flags of compliance issues, and paint a vivid picture of potential losses. Nothing gets a purchase order signed faster than a well-placed "what if?"
2. Security: If fear is the stick, security is the carrot. B2B buyers are looking for their safety blanket in a world of uncertainties. Position your product as the superhero cape they've been waiting for. "Sleep soundly knowing our solution has your back" beats counting sheep any day.
3. Power: Many B2B buyers are big cheeses in their companies. They like being in control (shocking, I know). Show them how your solution is basically a scepter of authority. "Command your industry with our revolutionary platform" sounds a lot better than "Here's another tool to add to your overflowing toolbox."
4. Recognition: We all want a pat on the back sometimes. In B2B, that pat might come with a promotion. Showcase how your product can turn your buyer into the office MVP. Who doesn't want to be the hero who brought in the game-changing solution?
5. Fortune: ROI is the love language of B2B. Highlight how your product is basically a money-printing machine (legally, of course). Cost savings, efficiency gains, revenue boosts – it's all music to a B2B buyer's ears. Just don't actually promise to make them the next Warren Buffett... unless you can deliver on that, in which case, call me.
6. Pride: Everybody likes to feel like a winner. Position your product as the secret weapon that'll help them crush their goals and strut their stuff. It's like a protein shake for their professional ego.

The Secret Sauce: Mixing Emotions and Logic in B2B Copy (Without Creating a Mess)

Now that we've got our emotional toolkit, here's how to use it?

1. Balance logic and emotion: Yes, we're playing with feelings here, but remember, this is B2B. Your buyers need to justify their decisions with cold, hard facts. It's like making a cake – you need both eggs (emotion) and flour (logic). Too much of either, and you've got a mess.?
2. Personalize for different stakeholders: The CFO and the CTO might both like your product but for very different reasons. It's like buying a car – the speed demon wants to hear about horsepower, while the family guy cares about safety features. Know your audience and tailor accordingly.
3. Use storytelling: Humans are suckers for a good story. Craft narratives that tug at the heartstrings while showcasing your product. It's like "The Hero's Journey," but instead of slaying dragons, they're conquering market share.
4. Leverage social proof: Nothing says "trust me" like someone else saying "trust them." Use testimonials and case studies to trigger emotions like trust, recognition, and security. When you want to go out to eat, you look at Yelp. When you wanna buy something, you check the reviews.?
5. Address pain points: Show that you understand their struggles. It's like being the friend who always has a tissue ready – they'll appreciate you for it.
6. Create urgency: FOMO isn't just for millennials and their fancypants avocado toast. Use time-limited offers or exclusive opportunities to light a fire under those decision-makers.
7. Visualize success: Help your audience picture a brighter future with your product. It's like those before-and-after photos in diet ads, but instead of six-pack abs, it's streamlined operations and skyrocketing profits.

And there you have ithow to use emotions in B2B marketing. If you remember nothing else (heck I bet most people haven’t even read this far) remember this: B2B Marketing is PEOPLE…IT’S PEOPLE!!!! (old people will get this.)

Just remember: with great emotional power comes great responsibility. Use these tactics wisely, and maybe we can make the B2B world a little less LAME and a lot more human. Now, if you'll excuse me, I'm off to create a highly emotional, slightly sarcastic white paper.