Many of our B2B clients hire us to help position them as leaders in their category. Typically, we'll do some research to learn about how they are perceived by their potential customers, define a position the client can own, and then present a handful of creative concepts that are different and compelling enough to stand out among all the bland messages normally found in trade publications.

It sounds like an easy enough sell, but it isn't always. Sometimes new clients need a bit of convincing to break out of the ho-hum, "product shot and bullet points" B2B ad mold.

If you really want to establish your company as a leader, you have to win the hearts, as well as the minds, of your audience. Business customers are people, too, and can be influenced on an emotional level even when they make business purchases.

To break out of the old mold and really stand apart from your competition, you've got to move away from what I believe are a handful of persistent myths that permeate B2B advertising today.

    Myth #1: B2B is different. One of the most common misunderstandings is that the rules of everyday marketing don't apply in a business-to-business context. Yes, selling to a company is different than selling to a consumer. But it's no more different than selling toothpaste is to selling paint, for example. In each case, you're trying to win over a unique group of people with an existing set of preconceptions and distinct needs.

    Myth #2: Information comes before emotion. "Make the product the hero," "Get right to the point," and "Make sure it has a strong call-to-action," are often-heard refrains in B2B advertising. It's as if the people who read these ads don't buy Reebok shoes, drink Coca Cola, or shop at Walmart on the weekends. Or if they do, they somehow disengage the right sides of their brains Monday through Friday.

    Myth #3: Creativity isn't important. This myth often goes unstated but it's still widely held – which is why so many trade ads are riddled with bullet points. Trust me, it's OK to make tasteful and aesthetically pleasing advertising for even mundane products. Even people who wear pocket protectors can appreciate a fine wine, an artsy movie, or an exquisite painting.

    Myth #4: Companies buy things. Companies don't buy things, people do. True, a committee may need to approve your purchase, but even committees are composed of people – people who can be influenced and motivated to do business with you.

    Myth #5: It's all about you. You are not your target audience, which is why your advertising should be aimed at the concerns of your prospects. Projecting our own attitudes, perceptions, and behaviors on other people is a common mistake. I don't watch reality TV or listen to rap music, but I'm pretty sure a whole lot of other people do. Remember, you're already sold on what your company sells. Your challenge is to sell others on it as well.

So don't limit your B2B advertising's effectiveness with myths like these. People are people and their decision-making processes aren't entirely rational, whether they're making a purchase for themselves, their families, or their companies.

If you make your brand message unique, interesting, and compelling, people will notice. And if you need a hand with that, Praxis is more than happy to help.

Contact Janet at jlofurno@praxisagency.com.