And why most B2B content is working against the brain, not with it.
If your LinkedIn content feels like it should be working but isn’t quite landing, this episode is for you. In this conversation, Nancy Harhut and I discuss how the brain actually makes decisions and what that means for B2B marketing on LinkedIn.
The big mistake most B2B brands make?
They assume buyers are rational.
They’re not.
B2B Buyers Are Human First
Yes, B2B buyers are accountable. Yes, they care about outcomes and ROI.
But decisions still start in the emotional part of the brain.
Behavioural science shows that without emotion, decision-making slows or stops altogether. Even simple choices become difficult.
What this means for LinkedIn content:
- Logic alone doesn’t move people
- Facts and features don’t create momentum
- Emotion opens the door for decision-making
Emotion doesn’t replace logic. It allows logic to be heard.
Fear, Reassurance, and the Real Buying Trigger
So which emotion works best on LinkedIn?
Fear or positivity?
The answer is both.
People want reassurance. They want to look smart to their peers. They want to avoid making a decision that creates more work or stress.
But there’s one motivation that’s often stronger than all of the above.
The brain is twice as motivated to avoid loss as it is to gain something new.
That’s why:
- Fear of missing out works
- Risk reduction resonates
- Doing nothing can feel more painful than change
⭐ This isn’t about scare tactics. It’s about being honest about the cost of staying stuck.
Why Repetition Builds Trust
“I’ve already said that.”
If that thought crosses your mind when posting on LinkedIn, you’re thinking like a creator, not a buyer.
The brain trusts what feels familiar.
Repeated exposure makes messages feel more true, more credible, and easier to recall. If something is easy for the brain to process, it feels right.
Not because people are ignoring you, but because attention is fragmented and memory needs reinforcement.
⭐ One post doesn’t do the job. Consistency does.
Relevance Beats Reach (Even If It Hurts)
The shift on LinkedIn from reach to relevance rattled a lot of people. I’ll admit it. I was one of them.
But from a behavioural science perspective, this change makes sense, and I’m excited about the future.
People are drawn to brands that reflect:
- Who they are
- How they see themselves
- How they want to be seen
Broad content may reach more people. Specific content creates a stronger connection.
⭐ Niche doesn’t mean small. It means meaningful.
Why Going Narrow Feels Risky
On paper, most teams know that focus works. In practice, fear gets in the way.
It usually shows up as:
- “We don’t want to rule anyone out”
- “What if we miss an opportunity?”
- “Surely this could work for more people”
Going narrow can feel uncomfortable.
But when you try to speak to everyone, the message loses sharpness, and it becomes harder for anyone to see themselves in it.
⭐ Focus doesn’t reduce opportunity. It increases relevance.
Stop Persuading. Reduce Friction Instead
One of the biggest mindset shifts Nancy shared was this: stop trying to persuade people.
When content feels pushy or sales-heavy, the brain pushes back.
Instead, focus on reducing friction.
This works better because:
- People trust their own conclusions
- Stories allow readers to see themselves
- Education builds confidence without pressure
And this line says it all.
⭐ If your product is the hero of the post, you’ve missed the point.
- Your customer is the hero
- Your brand supports the journey
- Trust comes before conversion
One Simple Change That Improves Almost Everything
If B2B marketers changed just one thing, it would be this.
Be more customer-focused and less company-focused.
That means:
- Use “you” more than “we”
- Lead with the problem, not the product
- Say less, but say it more clearly
Before posting, ask one question.
⭐ Why would the person reading this care?
Final Thoughts
This episode reminded me why fundamentals matter more than trends.
Brain science doesn’t change with algorithms. Human behaviour doesn’t shift because a platform tweaks reach.
If LinkedIn feels harder right now, it’s not because the platform is broken. It’s because surface-level tactics are no longer enough.
What works:
- Emotion
- Relevance
- Clarity
- Focus
EVERY TIME!
Book a time here to discover how we can help your B2B grow – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
PS: Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
