Beyond Numbers: Why Emotion Matters in Korean B2B Storytelling
In my previous article, I talked about how Korean businesses want facts and figures up front. In most Korean B2B content, however, that’s all they focus on; their content becomes nothing more than an extended spec sheet. But if all you talk about is cost savings and performance improvements, then you reduce your brand to just a number, to be measured and compared against your competitors’. And let’s face it, nobody in the history of human existence has found accountants sexy.
To stand out, you need emotion.
But how the hell do you turn a product, software, or service into a story?
(No, sentimental music and soapy writing don’t count.)
How to Add Emotion to B2B Content
1. Tell a Story
Numbers don’t tell a story on their own. Instead of just listing facts, integrate them into a larger narrative:
Show the impact of your product or service on real people.
Shift the focus from features to benefits. How does this product make life easier or better?
Tell the story of the customer journey: from discovery to implementation and success.
Emphasize how your product was designed with people in mind, not just technical specs.
Lead with “Our logistics system reduces delivery times by 30%,” but don’t stop there. Tell the story of a local manufacturer who, thanks to your solution, can now meet deadlines and scale their business more effectively.
2. Real Stories by Real People
People like (and believe) stories from real people, not sales pitch concocted in the marketing department. Show interviews, case studies, and testimonials from:
Customers: How has your solution benefited the end customers? Show their own experiences, struggles, and successes.
Partners: Why did your partners choose to work with you? What motivated them to bring your solution to a part of their business? Candid testimonials from your partners can add a lot of credibility to your story.
Team: Highlight employees at all levels, not just executives. In fact, hearing from people who actually get their hands dirty adds authenticity and character. Show the process—the designers, engineers, operators, and frontline staff who bring your product to life.
Community: Who else benefits from your solution? Has your solution contributed to local economic growth? Solved real issues in a community? Does your solution align with the government’s goals? Show them.
3. The Why Question
Korean B2B content often looks like this: a long (and boring) timeline of company history, followed by a dry product intro and list of specs, then ending with a generic one-liner along the lines of “we will try to be the best.” It’s like they’re trying to bore you into buying.
No one cares about your company history until they are hooked on: a) the value you offer and b) who you are. Your brand’s raison d’être. Once you hook them in with fast facts, reel them in with real human stories, now it’s time to land them with why you are in business.
Tell the story of your brand:
Culture: Doing business in Korea is more about long-term relationship building than purely transactions. Chances are, your potential customer wants to know what it’s like to work with you. A short highlight on your culture offers a glimpse into your brand’s character and personality.
Philosophy: Whether it’s design, product development, or customer relations, a brand’s philosophy is a guiding principle of how they do business. It’s a signpost when making tough decisions. By sharing your philosophy, you help the client understand what to expect from your brand, business, and solution.
Vision: This is one of the most important ideas in branding, but most Korean B2B content reduces this to a generic one-liner. A vision is a north star in a sea of competitors and copycats. It shows your brand’s idea of what the future should look like. It signals to your potential clients if they should be on board with you at all.
Being Unignorable
B2B content doesn’t have to be boring, cold, and lifeless. Well-crafted B2B content should tell authentic, people-centered stories that engage, excite, and inspire potential customers. By bringing real emotion to the endless pit of boredom that is Korean B2B content, your brand’s story can stand out and stay in your clients’ minds—like that one film that lingers with you weeks after the credits roll.