And this is caused by one huge mistake most B2B companies make – I did it too. They forget about people. I mean not about how great their people are, but about those people, who are reading on the other side of the website’s or company’s brochures. Because at the end of the day, people will read about you, not faceless companies.

This is the mistake I made in my early days, and this is what most companies make. And by doing this, we lose the opportunity to stand out and be remarkable. And then comes that horrible fluffy, meaningless, strained, big, and blurry nothing: “blah blah blah”. No context, no story, and everything is written in neutral tone. Everyone is afraid of giving a little spirit or personal aspect, because they think they might be untrustworthy and not professional. But at the end, the only result is that these companies become simply boring.

We’re so busy imitating others that we’ve lost any form of individualism.

The customer on the B2B market may be theoretically a company, which we know from the ivory tower of economy is a rational decision maker. A rational decision maker is interested only in facts. That’s true. But very narrow-minded.

Look behind the walls of that company a little bit and you’ll find: people.

And we know, people are not rational, but emotional creatures. And in the real world, nothing can overwrite it. Not the corporate processes nor regulations and nor decision making schemes. Humans will remain humans in any situation. So a B2B marketer’s approach should be simple: target people. You might find it going against your brand’s guidelines at first sight. But believe me, strict guidelines aren’t made to keep personal tone out of sight, but eradicate inconsistency.

How to do that right?

Next time, when you write something or brief an agency, follow this simple rule: try to communicate as face-to-face with your old business partner. And most importantly, focus on what you will do for them, not on the features of your service. That can wait until you get down there in the process. You will not lose credibility, you will not seem unprofessional.

Instead, trust will increase – along with the likelihood of a successful deal. Finally, the bullshit will disappear, so you don’t bore corporate decision makers to death – and they even might express their gratitude by calling you to help them.

Ok, so you are a professional, and you need facts and hard data, whether this is the right style of communication? Here it is:

Maybe a tiny proportion of people are your customers, but 100% of your customers are people.