Want to Convert Prospects? Make Them the Hero of the Story

Have you ever visited a B2B company’s website in search of a solution to a problem you’re experiencing – only to be met with overly promotional messaging that failed to mention your needs? Were you inspired to implement their solution or buy their product? Or did your eyes glaze over before you clicked on to another site?

If you’re like most people, we’ll assume you weren’t moved to pick up the phone. But, despite the fact that solution-led messaging consistently fails to inspire, it is everywhere in the B2B world. Why?

If you run a B2B company, you likely understand. You know how effective your solution is and have seen the impact it has on your clients – so it’s tempting to lead with that message.