A Note from Team SIX ✒
Hello partners & friends,
I read an interesting LinkedIn post the other day that said "Don't be the best. Be their favorite. We are not rational creatures. We make subjective choices, then rationalize them later."
At first glance, this seems to apply more to B2C industries than to B2B. We all have brands we're loyal to because we're partial to them. Is your favorite restaurant the best in the world? Probably not, if we're being objective. But you choose it time and time again because of the food, the atmosphere, the service, and the memories you associate with the place.
But this concept does apply to B2B. Your buyers might seem more rational, but their choices are still subjective. Let's face it: every one of your competitors is going to be touting that they're the best, and buyers know that you can't all be right. So, they're going to have to decide what seems [subjective] best to them.
Let me clarify that you should still always try to be the best in your industry. But in a world where everyone is marketing themselves as "the best," you need to establish yourself as the favorite. What appeals to your audience? What's going to make them associate positive things with your brand? What's going to make your brand likeable? What's going to make them partial to you?
Once you build a connection with your buyer and become their favorite, they'll be more likely to stay loyal to your brand. They'll be less likely to churn and will have a longer lifetime value. And you'll have a better, stronger partnership between your companies.
So maybe the advice should be:
Be the best. But build a connection that makes you the favorite.
Wishing you a successful month ahead!
Best,
Hope Relly-Cobb
hope@six.marketing
Director of Content & Senior Analyst
SIX Marketing