We like to think of ourselves as rational creatures
The Power of Reassurance B2B buyers respond to case studies because they tap into some very powerful psychological triggers. Even under the best of circumstances, making complex decisions isn't easy. This is especially true in a B2B environment, where choices can have ramifications for the entire company. Therefore, B2B buyers often need peace of mind.who carefully weigh the pros and cons of every decision.But research into how the brain works shows that most of our decisions deutschland phone number are made in the emotional part of the brain. In other words, we are more likely to be convinced by a great story than by a series of rational arguments. The real strength of a case study is its ability to combine rational argument with emotional appeal. The advantages of the solution are presented in the form of a story.
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There’s a hero (the customer) you can identify with, a villain (the problem to be solved), and a plot (how the customer uses the product or service to solve their problem). In the case study, the emotional appeal of the story triggered a buying impulse. This is supported by rational arguments. Potential customers see that some of your existing customers facing the same problem have decided to purchase your product or service and are happy with the results.
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