If you're still starting your content with "We're excited to announce," - you're sending your customers to your competitor's timeline.

Because let’s be honest, most B2B content sounds like it was written by someone who gained access to the company's industry lingo bible.

Your B2B buyers are still human buyers (no matter what anyone says)

They want to feel smart. Respected. Safe. Hopeful. Excited - And seen. 

That’s why psychology and human design need to be part of your wider communication strategy.

So here are 7 powerful writing psychology prompts that tap into what your buyers actually care about (Even if your team uses just ONE of these, you'll be streets ahead of your competitors)

1. Write a headline that promises relief from a pain point

Why it works:

Humans are wired to move away from pain faster than they move toward pleasure.

If you promise to remove a big frustration, you instantly get attention.

 Instead of: "Optimise Your Business Processes"

Try: "Stop Wasting 10+ Hours a Week on Manual Work."

Your Turn: What's one headache your audience would love to get rid of? Write a headline that promises it.

2. Create a hook that taps into pride and identity

Why it works:

People buy products and services that help them feel smarter, more capable, or more respected.

 "Finally — a tool that makes you the smartest person in the board room."

Your Turn:

What accomplishment or status does your audience secretly (or not so secretly) want to brag about? 

Now tie your solution to that feeling.

3. Open with a tiny, relatable frustration to trigger a 'that’s me' moment

Why it works:

Mirror neurons in the brain light up when we see ourselves in someone else’s story and create an instant emotional connection.

"If finding the right file makes you want to throw your laptop out the window, we built this for you."

Your Turn:

Think of one small, everyday annoyance your buyers face. 

Start your post, ad, or email there.

4. Simplify a complex idea into a one-sentence 'aha' moment

Why it works:

Cognitive load theory tells us: the easier something is to process, the more we trust and remember it.

"Our platform does in 2 clicks what used to take 20 emails."

Your Turn:

Take your most complex feature. How would you explain it to a smart 12-year-old? Write that sentence.

5. Use urgency — but make it about missing an opportunity, not fear of failure

Why it works:

Loss aversion is real, but in B2B, fear-based urgency can feel manipulative.

Framing it as a missed positive outcome works better.

"Seats are filling up fast — don’t miss your chance to finally streamline your entire workflow in 30 days."

Your Turn:

Frame your CTA around the upside they'll miss if they don't act, not just the downside.

6. Frame your offer as a shortcut to a bigger emotional goal & put it into their daily routine

Why it works:

We’re wired to love shortcuts — especially to feelings like freedom, success, or respect. Putting it into their day gives them ownership of the outcome.

"Get back 8 hours a week — and finally leave the office before 9pm."

Your Turn:

What emotional win does your buyer want faster? Connect your product directly to that.

Use words that paint a picture

7. Mirror the emotional journey of your buyer's experience

Why it works:

 Good B2B decisions often move through excitement ➔ fear ➔ justification.

 Your messaging should ride that wave with them.

"Excited to grow your client base faster? (Us too.) Nervous about the tech? (We get it.) Here’s how we make it easy — and get your ROI fast."

Your Turn:

Acknowledge both the excitement and the hesitation your buyer feels. 

Show them you understand both. 

Answer any objections

B2B buyers are busy, distracted, and don't think about you as much as you think they do.

If you want to catch their attention, you need to write from those emotional places, instead of rattling off features.

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✅ "B2B Communication doesn't have to be Boring"

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I train in-house B2B communication teams to Write for their Audience, not their Company.

I draw on communication psychology and behavioural science and offer solutions proven to help you stand out in the crowded digital landscape and get your clients thinking about you.

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