This simple (and overlooked) technique boosts B2B fintech conversions

Struggling to make your complex, advanced technology connect with your ideal user?

There's one simple way to make it instantly click. And most B2B tech brands overlook it.

Emotion.

Yes, shocker. Behind the suits and the spreadsheets, B2B buyers are people too. And, like every other human being on this planet, and they respond to language that spells out how your product will make them feel.

That's not to say features aren't important. But showing the user what they'll personally get out of it is half the battle, because it makes them more receptive. At which point they'll happily soak up features and tech specs and use them to rationalise why they want to buy — to themselves and to everyone else involved in the decision-making process.

If you've ever decided to buy a really expensive bit of kit — a luxury watch, say — you know how this works.

I love it / But it's so expensive! / Yes, but it's got [insert features and tech specs which are completely irrelevant because you've already decided you want it here]

OK, maybe that's a gross oversimplification. But you get the gist.

So what does this look like in the wild?

Here are three examples of how I've injected emotion into complex B2B product copy for my clients.

1. FinTech Insights

FinTech Insights is a digital banking research platform that, amongst other use cases, makes it easier for product teams to innovate.

Except, what is innovation, really? It's a pretty nebulous concept, right? And not much about it is emotional.

Or so you'd think.

The idea

Instead of focusing on how FinTech Insights facilitates the outcome — innovation — I embraced the key frustration. Innovation is hard to pull off, but FinTech Insights makes the process easier and faster.

The potential pitfall, here, is to go for the obvious:

❌ Innovation, simplified

❌ Innovation made easier

❌ Brilliant innovation solutions *shudder*

Instead, I expressed the sentiment by twisting a popular phrase: there are no shortcuts.

The strikethrough on the no adds a visual cue that makes the reader smile and rams the point home.

2. Finova

Banking technology platform Finova makes a CRM for brokers.

The problem? There are approximately 7,800,2003,440* CRM software tools on the market as of this writing.

How is this particular one any different or better than competitors? And how do we create emotional urgency around it?

*Numbers may have been exaggerated for dramatic effect

The idea

With this product specifically, one of the key benefits is how customisable it is. So why not lean into that? Position it as a key differentiator?

Typically, only industry behemoths with the mega-budgets to hire some ginormous development consultancy can afford custom builds. But this one makes it attainable for common mortals... err, sorry, smaller firms.

Once again, the trap is to go for the obvious:

❌ Tailor-made for brokers

❌ Client management, simplified

❌ Your bespoke CRM solution *double shudder*

Instead, I used The broker CRM you'd build yourself. This gets the same concept across — it's bespoke. But it makes it personal to the reader. The copy beneath the tagline then expands on the idea.

3. paytech

Like CRMs, payment gateways are widely available, and all of them do more or less the same thing.

So why is paytech's payment gateway special?

The idea

There's lots of research that shows customers abandon transactions if their preferred payment method isn't available. paytech's payment gateway enables its customers to offer a large choice of payment options. So we lean into that.

Again, the trap here is to fall into corporate speak:

❌ Power your payments, your way (ChatGPT recommended this as an 'effective, emotional, and original' tagline — its words, not mine)

❌ Multi-channel payments, simplified

❌ Bespoke omnichannel payment solutions *triple shudder*

My version, 'Meet your customers where they are' conveys empathy and understanding. And the value prop copy reinforces this by spelling out the main benefit: payment methods your customers know and trust.

Emotion in B2B copy? Yes, you can and you should

Far from being detatched and objective, B2B buyers tend to be more emotionally invested than B2C buyers, for the simple reason that the stakes are much higher.

So, if research shows it works, why aren't you doing it? No one else is, which means you'll immediately stand out.

Need help explaining your B2B fintech product in a way that connects with customers?

Let me help you.

Brief me.