My name is Neil and my friend and former coworker Laura is an incredible writer. If your organization needs a marketing communications expert—full-time or freelance—get in touch with her!
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Yes, but she's not responsible for any of the words and errors on the site--those are all mine.
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We can debate whether there are fundamental differences between B2B and B2C communication, but one key thing they have in common is that there’s always a human at both ends. The question is whether you keep that in mind in the midst of people who focus on increasing sales and bulleted lists of product features.
Laura knows how to draw on the full range of human emotions to build high-impact communications. One campaign she worked on that I particularly admire was for a manufacturer of eyeglass lenses. The company wanted to tout a line of lightweight materials to the eyecare professionals who recommend glasses options to their customers.
Laura led a collaborative effort that resulted in a very clever campaign: presenting the dents you get on either side of your nose when you wear heavy glasses as if they were a medical condition. The manufacturer’s products enabled the eyecare professionals to offer the cure. The campaign was a B2B play but emphasized two genuine human emotions: humor and the desire to take care of others.
If you need someone who knows the value of emotion in marketing communications, check out Laura’s LinkedIn profile, download her portfolio (PDF) and e-mail 32reasons@gmail.com.
