Your customers make irrational, emotionally driven decisions (live with it, don't fight it)

Oh, for a world where people make decisions based on facts and logic. But they don't.

Most decisions are driven as much by the heart as by the head. So why do so many businesses focus on overloading their existing and perspective customers with facts and figures and all things they can rationalise? Particularly in the business to business domain.

Sure, "people buy from people" may no longer hold as much sway as it did a generation ago, but it doesn't mean 'softer' issues don't matter.

This is something that frustrates me with so much of established digital marketing practice which is driven by striving for short-term efficiency (a sale on this visit) over long-term effectiveness (creating long-term relationships with customers who choose to buy from you over and over again).

As you think about how your business is going to emerge from lock down are you presuming you can win the argument? Or are you going to try to secure a little place in your customers heart?