It’s natural to be proud of your company and want to showcase the features of your solutions, but remember, while reading your brochure, your audience will be asking themselves, “So what?” While educating your prospects on your products, it’s equally important to answer this question. To do this, your content writer should be thinking about and asking questions about how the features affect your customer’s emotional needs.
Yes, B2B customers have emotional needs too. It could be reducing stress, saving time or money or minimising uncertainty. Knowing this can help the writer address those needs in their writing, which can help get your customers on board much quicker.