It’s a common trope: Prospects shop emotionally, not rationally. But it’s not totally true.

You’ll hear it everywhere: Even when shopping for a B2B product or service, people shop emotionally. The idea is that dramatic, emotional appeals are the key to winning over prospects.

While there's some truth to this, it's not the whole story. Yes, emotions play a role in decision-making — but that doesn’t mean your website should be all about “selling the dream”.

To truly understand how your prospects think, you need to consider both their emotional and rational sides.

We do use our lizard brain when we make choices…

The term "lizard brain" refers to the most primitive part of our brain, the brainstem, responsible for our basic survival instincts. This part of the brain makes quick, gut-level decisions based on fear, pleasure, and other primal urges.

Research shows that when prospects make decisions, they’re using instinct — not frontal cortex-baesd, logical decision-making.

That would make you think that having “GET RICH QUICK!” on your website would increase conversions, right?

I know you know that’s a pretty terrible idea. Here’s why.

…but we immediately use our frontal cortex to justify them

Right after our lizard brain makes that snap decision, our frontal cortex kicks in. This part of the brain handles complex thinking and reasoning. It's where we justify our initial gut reactions with logical explanations. For your prospects, this means they need solid, rational reasons to support their emotional responses. They’ll use these reasons to convince themselves and others that their decision is sound.

Our lizard brains don’t like insincerity

Even when it comes to our primary instincts, we know fake when we see it.

Your prospects can spot overly cutesy language, excessive exclamation points, and grandiose claims that lack substance. And they hate it. These tactics fill your lizard brain with fear and uncertainty. It doesn’t light it up with calm and certainty.

Just like we’re wary of sleazy salespeople, our lizard brains register when a business is trying too hard to sell us something.

Our frontal cortex wants cold, hard facts

Once the lizard brain has made its initial decision, the frontal cortex immediately snaps into justification mode. Which is why it needs to be fed solid evidence — otherwise, indecision immediately creeps in.

Prospects need clear, factual information to justify their emotional choices. This includes trust signals and other authority builders, smart feature breakdowns, case studies, statistics, and other verifiable data.

Providing these cold, hard facts helps prospects feel confident in their decision and equips them to explain it logically to others.

You CAN sell the dream – but do it carefully

“Get rich quick!” sets off a visceral “Prove it.” When you’re selling the dream on your website, i.e. telling your prospect what using your product does for them, don’t oversell it. Only say it if you can prove it.

That’s why headlines like “x of tomorrow” or “revolutionize _ with _” don’t do so great. They take us out of the realistic dream-selling that lets our lizard brains make those snap decisions — and immediately snap us into our frontal cortex, into “prove it!” mode.

Selling the dream works when prospects believe it’s achievable and can see proof that others have already experienced it. Then they can stay in “instant decision” mode.

Nobody wants to look stupid in the boardroom

It’s not just about their own brains — there are others, too.

Your prospects need to justify their decisions to their colleagues and superiors. They’re acutely aware that any unfounded or exaggerated claims on your website could make them look foolish in the boardroom.

This fear makes them scrutinize your page very carefully. They’re looking for concrete, verifiable information to ensure they can confidently defend their choice.

Our frontal cortexes are more activated at work

The same person who makes an impulse buy for a new shirt might be far more critical when purchasing a business product. At work, people’s frontal cortexes are more engaged, and they approach decisions with greater scrutiny. They need to be certain that their choices are not only good for them personally but also align with their company’s goals and standards.

Your takeaway: Both our emotional brain and our frontal cortex are at play

In the end, both play crucial roles in decision-making. Initial emotional responses need to be supported by rational justifications. To effectively sell your product, especially in a B2B context, appeal to both sides. Create an emotional connection but back it up with solid, logical evidence. This balanced approach ensures your prospects feel good about their decision and can confidently explain it to others.