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While having a great product or quality service is undeniably important, these aren’t necessarily the things that will win you loyal customers. More often than not, buyers are influenced by a brand’s ability to form emotional connections with them. In fact, Harvard Business School professor emeritus Gerald Zaltman says that 95 percent of our buying decisions occur in the subconscious, where they’re fueled by emotions, rather than “logical processes.”
The best way to foster an emotional connection that influences buyers is through your brand story, but if you want your that story to have any kind of power, you have to build it up right.
Focus on personal benefits
Brand stories should always focus on the person making the purchase. Even though B2B products and services are meant for an entire organization, it is important