{"id":3567,"date":"2025-11-26T13:12:24","date_gmt":"2025-11-26T13:12:24","guid":{"rendered":"http:\/\/buywyo.com\/index.php\/2025\/11\/26\/forget-b2b-or-b2c-its-time-for-b2h\/"},"modified":"2025-11-26T13:12:24","modified_gmt":"2025-11-26T13:12:24","slug":"forget-b2b-or-b2c-its-time-for-b2h","status":"publish","type":"post","link":"http:\/\/buywyo.com\/index.php\/2025\/11\/26\/forget-b2b-or-b2c-its-time-for-b2h\/","title":{"rendered":"Forget B2B or B2C: It\u2019s time for B2H"},"content":{"rendered":"

This pains me greatly to say, but: That typo in your last campaign may have made your audience more <\/em>engaged.<\/p>\n

\"Click<\/a><\/p>\n

That\u2019s because in a world where you don\u2019t always know what\u2019s real and what\u2019s AI \u2014 and trust in general is in rapid decline \u2014 a little tyop indicates that a real human wrote it (see what I did there?).<\/p>\n

\u201cWe\u2019ve been taught to think about B2B or B2C,\u201d says today\u2019s marketing master, \u201cbut I\u2019m actually interested in B2H \u2014 there\u2019s a human on the other side.\u201d<\/p>\n

Meet the Master<\/h2>\n

\"bryetta<\/p>\n

Bryetta Calloway<\/h2>\n

Founder and CEO, <\/em>Stories Seen<\/em><\/a><\/h2>\n

Claim to fame: <\/strong>Calloway isn\u2019t anti-AI by any means \u2014 her company has just produced the MVP of IDA<\/a>, an AI tool that helps people tell their stories within systems that may have been built without them in mind. \u201cAI is a really great tool to scale your strategy,\u201d she says. \u201cNot replace it.\u201d<\/p>\n

Lesson 1: Emotion + Logic = Engagement.<\/h2>\n

\u201cI always say to start with emotional resonance,\u201d Calloway tells me. \u201cLiterally, if you\u2019re building a four-sentence story, start with emotion.\u201d<\/p>\n

To find that point of connection, ask yourself: \u201cWhat did you feel? What did you see? What did you hear?\u201d And don\u2019t underestimate humor \u2014 \u201cif you can get your audience to laugh, you have already bypassed the part of the brain that\u2018s like, \u2018I don\u2019t trust this.\u2019\u201d<\/p>\n

\"\u201ci<\/p>\n

Now you want to support that emotion with something logical, she says. \u201cThat\u2019s a data point, a proof point. It\u2019s something that solidifies the emotion so that the brain can hold onto it.\u201d<\/p>\n

\u201cWe like emotional resonance, but I need something tangible so that my trust can be solidified,\u201d Calloway explains. And it\u2019s not until you\u2019ve provided an emotional connection and the data or proof points that you\u2019ve earned the right to a product explanation.<\/p>\n

The emotion + logic equation works across any channel, Calloway says \u2014 \u201cif you combine emotion and logic in any sort of format, you will have exponentially increased engagement with your content.\u201d<\/strong><\/p>\n

So, back to that four sentence story: 1. Emotional resonance. 2. Data or proof point. 3. Product explanation. 4. CTA. Boom<\/em>.<\/p>\n

Lesson 2: Follow the 85\/15 rule.<\/h2>\n

Okay, so there\u2019s a little<\/em> bit of a caveat to the first lesson.<\/p>\n

Emotion + logic should always be your storytelling guardrails, but the ratio may vary from platform to platform. And that\u2019s where Calloway\u2019s 85\/15 rule comes into play.<\/p>\n

\u201c85% of what you do should be templatized, refined \u2014 checking the boxes of your strategic marketing plan,\u201d she says. \u201cAnd if you’re a marketing leader, you should give your team 15% of that work to play with.\u201d (Cue: Everybody forwarding this to their bosses.)<\/p>\n

The point of this is \u201cto be a little faster \u2014 a little messier in the output, a little stripped back,\u201d says Calloway. \u201cA little less, \u2018Did this person sign off?\u2019\u201d A little more fun, more experimental.<\/p>\n

\"\u201c85%<\/p>\n

That flexibility to play gives you a way to test and to explore, and then \u2014 this part is important \u2014 to adapt what you learn to your next campaign<\/strong>.<\/p>\n

\u201cThe learnings can\u2018t come when we\u2019re just mass producing the same templatized thing that we’ve done for the last two years.<\/strong> Let somebody experiment in a safe place.\u201d<\/p>\n

The best part of all of this? It \u201crestores the joy of marketing to marketers,\u201d Calloway says. The reason most of us get into marketing is that \u201cwe want to tell amazing stories about amazing products to humans.\u201d<\/p>\n

Lesson 3: Beware the ambiguity effect.<\/h2>\n

\u201cIf something is ambiguous, my brain is going to fill in the gaps based on what I know, right?\u201d says Calloway.<\/p>\n

And if you don\u2019t know a lot, suddenly your brain becomes a fiction writer.<\/p>\n

If you describe \u201can AI-powered solution,\u201d let\u2019s say, your audience will fill in the gaps based on whether they think AI is a net good, a force of evil, or somewhere in between.<\/p>\n

And that\u2019s why storytelling is so important. Because the more stories that you share, \u201cthe more context and nuance you\u2018re giving folks, which means that they\u2019re able to fill in the gaps with more accurate information,\u201d not something they saw online or read in that one book 10 years ago.<\/p>\n

\u201cIf you\u2019re working with a product that feels unfamiliar,\u201d Calloway says, \u201ctry building out a narrative that helps to fill in the gaps of who you are, the value that you bring, and how that relates to the humans that are in the shared space with you.\u201d<\/strong><\/p>\n

And \u201cthat\u2019s really the beauty of storytelling,\u201d she says. \u201cIf I\u2019m telling stories about who I am as a person, all of a sudden I want to participate in that with you.\u201d<\/p>\n

Your Monday move: Go tell some great stories. You only need four sentences.<\/p>\n

Lingering Questions<\/h2>\n

This Week\u2019s Question<\/h3>\n

I think nostalgia is something that\u2018s been overdone. I would love to know: What\u2019s a better way for brands to engage with communities or consumers that they want to connect with? <\/strong>\u2014Shareese Bembury-Coakley<\/a>, VP of business development and partnerships, CultureCon<\/p>\n

This Week\u2019s Answer<\/h3>\n

Calloway<\/strong>: I agree, nostalgia has become the easy button for connection. But real community is built forward, not backward. The better path for brands is participatory storytelling: inviting people to co-create the narrative rather than simply consume it.<\/strong> Communities don\u2019t want to be reminded of who they were; they want to be seen in who they\u2019re becoming.<\/p>\n

That requires marketers to move from campaigns to contexts, spaces where shared curiosity, lived experience, and emerging identity meet. Whether through localized storytelling, behind-the-build transparency, or platforming authentic user voices, brands can shift from \u201cremember when\u201d to \u201cimagine with us.\u201d<\/p>\n

Connection today isn\u2019t about familiarity; it\u2019s about alignment. The question isn\u2019t \u201cHow do we tap into what people loved?\u201d but \u201cHow do we stand alongside what they\u2019re creating next?\u201d That\u2019s where trust, loyalty, and modern belonging live.<\/p>\n

Next Week\u2019s Lingering Question<\/h3>\n

Calloway asks: As marketers, we often talk about authenticity and alignment but those words can become buzzwords fast. How do you ensure your team stays connected to real people and not just the performance of connection?<\/strong><\/p>\n

\"Click<\/a><\/strong><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"\n

This pains me greatly to say, but: That typo in your last campaign may have made your audience more engaged.<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13],"tags":[],"_links":{"self":[{"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/posts\/3567"}],"collection":[{"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/comments?post=3567"}],"version-history":[{"count":0,"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/posts\/3567\/revisions"}],"wp:attachment":[{"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/media?parent=3567"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/categories?post=3567"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/buywyo.com\/index.php\/wp-json\/wp\/v2\/tags?post=3567"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}