What are prospects craving right now? An EMOTIONAL connection to what you are selling.
Here's where b2b companies can learn from consumer and nonprofit organizations, who do this so well.
Check your work and make sure you're framing your offering upfront with how you want people to FEEL about your organization. Heroic? Safe? Courageous? Trusting? Inspiring? It all starts with the right language.
Go ahead and let it out. It's what great branding is all about.