Vulnerability
Ads and videos written to this emotion: 0. 0 make the Say move, 0 make the Avoid mistake.
The Emotion Map's entry, written for B2B buyers.
What it is
Putting your real self out there with no promise of how it lands. It feels like weakness, but it takes nerve.
Where it shows up
The person who champions the purchase inside the company and carries it if it fails.
Sounds like
"If I take this to the CEO, it's on me."
Say
What the champion needs to be safe: the business case, the risks named, the exit terms.
Avoid
Selling to the company and forgetting the person. In CEB's 2013 B2B Buyer Survey (n=590), 48% had wanted to buy a new solution but had not spoken up.
In consumer ads
Say: What the person trying it needs to feel safe: an honest account of what it is like, the risks named, and a clear way out if it does not suit them.
Avoid: Selling to the crowd and forgetting the one person who takes the risk: the first to try it in public, or the one who chose it for the whole family.
Doing it right
Ads that make the Say move.
No ad in the library does this yet.
Doing it wrong
Ads that make the Avoid mistake.
No ad in the library does this yet.
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