Radix Copycast Episode 20: Using emotion in B2B copy

In this episode, we discuss why there’s currently so much interest in using emotion in B2B marketing. Plus we explore how B2B marketers and copywriters can best use emotion in campaigns.


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B2B and emotion aren’t often mentioned in the same sentence, but next month these strange bedfellows form the theme of the B2B Marketing conference.

And last year they were the subject of a major survey by CEB and Google, which revealed that emotion plays a surprisingly big role in B2B buying decisions.

So does this mean it’s time to start pulling on the heartstrings of B2B buyers? If so, how do you gauge when and where to get emotive in copy? And is it possible to take things too far?

Fiona is joined by David McGuire, MD of B2B copywriting agency Lungfish, and associate writer here at Radix, to talk about why and how B2B marketers can best use emotion in marketing content.

Listen now to find out:

  • Why B2B marketing needs to get emotional
  • Which emotions marketers and copywriters should appeal to
  • How to bring more emotive language into your copy
  • Examples of B2B brands making great emotional connections
  • … and more

Download the episode here (right-click and “save as” to download). Or listen in the player at the top of the page.

You can subscribe to the podcast on iTunes here.

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Music by Industrial and Marine.

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