Ep. 197: How to Create a B2B Message That Can’t be Ignored

How to Create a B2B Message That Can’t be Ignored

Most B2B companies don’t lose traction because of a weak offer or a substandard product. They lose it when prospective buyers ask, “Why should I buy from you?” and the answer just doesn’t land. The main challenge lies in creating B2B messaging that resonates with prospects, differentiates your brand, and drives conversions. So how can marketing teams develop the right language and clear messaging that leads to revenue growth?

That’s why we’re talking to Michael Liebowitz  (Founder, Magnetic Mind Studio),  who shares proven strategies and expert insights on how to create a B2B message that can’t be ignored. During our conversation, Michael emphasized the need to align messaging with the “critter brain,” which places value on emotions and survival. He explained why B2B marketers must communicate the main outcome delivered by their service and the core beliefs of their business. He also discussed why effective B2B marketing isn’t just about understanding your customer, but also about understanding one’s own business, brand purpose, and core beliefs. Michael highlighted the biggest messaging pitfalls that B2B marketers should avoid. He also predicted a shift from the attention to a trust economy due to AI, and stressed the need for rapid trust-building in a competitive B2B landscape.

https://youtu.be/JMOPyTEmf_E

Topics discussed in episode:

[1:54] Why effective messaging is critical to B2B marketing success from a behavioral neuroscience perspective

[4:30] Key pitfalls B2B marketers make when crafting messages

[7:51] How to apply behavioral neuroscience in developing persuasive B2B messaging

[9:42] How AI leads to a shift from the attention economy to the trust economy

[12:32] How to build trust through authentic B2B communication

[19:08] Actionable tips for developing impactful B2B messaging

– Find out the operating belief within the business

– Don’t start with ‘Why?’; start with ‘What’s important to you?’

– Highlight the main outcome and the core belief in the messaging

[32:08] An example of how a company increased sales by clarifying their core belief

[35:52] Why you have to understand yourself first to fully understand your customer

Companies and links mentioned:

• Michael Liebowitz on LinkedIn

• Magnetic Mind Studio

• Simon Sinek

• Donald Miller

Transcript

Christian Klepp  00:01

Most B2B companies don’t lose traction because they have a weak offer or a substandard product. They tend to lose it when their prospective buyers ask, Why should I buy from you? And the answer they hear just does not land. So how can B2B companies and their marketing teams develop the right language and messaging that leads to revenue? Welcome to this episode of the B2B Marketers in the Mission podcast, and I’m your host, Christian Klepp. Today I’ll be talking to Michael Liebowitz, who will be answering this question. He’s the founder of Magnetic Mind Studio, who is focused on messaging strategy fueled by behavioral neuroscience and linguistics. Tune in to find out more about what this B2B marketers mission is. 

Christian Klepp  00:01

Michael. I mean, we had a dynamite pre interview conversation. I mean, that was already like foreshadowing what was to come. Let’s put it that way. 

Michael Liebowitz  00:01

Yeah. 

Christian Klepp  00:01

And I’m really looking forward to this discussion, because not only is this near and dear to my heart, but I think it’s also something that’s more importantly, highly relevant to B2B marketers and the companies that they represent. So let’s not keep the audience in suspense for too long, and let’s just jump right in on. 

Michael Liebowitz  00:01

Sounds good. Let’s go. 

Christian Klepp  00:01

Fantastic. So Michael, you’re on a mission to build communication c