Most B2B marketing is written as if it’s being read by a hyper-rational robot with a PhD in procurement.
We talk about "integrated end-to-end solutions" and "optimising vertical synergies."
We think we’re appealing to the rational buyer. We’re wrong.
The two brains
Nobel Prize winner Daniel Kahneman (the godfather of this stuff) posits that we have two modes of thinking:
- System 1 (the autopilot): Fast, emotional, instinctive, and lazy. It makes 95% of our decisions.
- System 2 (the accountant): Slow, logical, effortful, and sceptical. It only wakes up when things get complicated.
The B2B blunder
Most B2B copy is written for System 2.
We provide massive tables of features and long-winded whitepapers.
But here’s the kicker: System 1 is the gatekeeper.
What happens if your website doesn't pass the System 1 vibe check - does this look safe? Is it easy to read? Does it feel right?
The audience will never engage System 2 to actually read your data to emotionally engage with it in the first place.
How to balance the two:
- Hook System 1: Use emotional headlines, clear imagery, and bold claims. Make them feel the solution before they read the stats.
- Satisfy System 2: Once you’ve hooked them, provide the data, the case studies, and the logic. System 2 needs this to justify the decision that System 1 has already made.
The Red Clay take
You aren't selling to a Director of Operations. You’re selling to a human named Judy who is tired, hasn't had her coffee, and wants to know if you can fix her problem without making hi head ache.
