Five Common B2B Advertising Myths

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Creativity isn't important. This myth is less likely to be articulated but still widely held. It's why ads in trade magazines tend to be riddled with bullet points. There's nothing wrong with making advertising for even the most mundane products tasteful and aesthetically appealing. Even people who wear pocket protectors enjoy a good wine, a well-crafted movie, or a beautiful piece of art. With apologies to ad great David Ogilvy ("The consumer isn't a moron; she is your wife."), the prospect isn't a robot; he is your neighbor.

Companies buy things. I've been in business for 20 years, and not once has my company bought anything. Nor have we ever sold anything to another company. Companies don't buy things, people do. True, a committee may need to approve your purchase, but even committees are composed of people. And in all but the rarest of cases, there's one person on that committee who holds the key—someone with thoughts and feelings and likes and dislikes and hopes and dreams. Someone who can be captivated and motivated to move your request along.

But what about the "second sale" that's often required in business-to-business transactions? It's true that once you win one person over you may still have a lot of work to do. However, this real and challenging complexity doesn't change the fundamental equation. And B2B marketers aren't alone in facing it. Ask a breakfast-cereal maker who's more important to win over—junior or Mom—and the answer you'll get is: "both."

You are your target. One of the most common mistakes all of us make is projecting our own attitudes, perceptions, and behaviors on other people. I don't have a MySpace page, and I don't watch Grey's Anatomy, but I'm pretty sure a whole lot of other people do. You probably have a lot in common with those in your industry, but you have many differences as well. Just because you respond to an ad in a certain way doesn't mean other people will do the same. Especially since you're already sold on what your company sells.

Over the years, my company has struggled with the creativity-limiting effects of myths like these many times. But we have also enjoyed breakthroughs with forward-thinking clients who overcome their pull. What we have learned is that people are people, and whether they're making a purchase for themselves, their families, their companies, or even their government, their decision-making processes aren't entirely rational. Even when they're thumbing through the trades (perhaps especially then), they're attracted to appeals that are unique, interesting, and compelling.

When everybody's zigging, it's a good time to zag. Discard the myths that hold most B2B advertising back, and win your company the attention it deserves.

Steve McKee is president of McKee Wallwork Cleveland Advertising, an ad agency specializing in working with fast-growth companies and businesses whose ad budgets are under $10 million.