The Problem with Facts vs. Myths Documents in B2B

Scientific research related to human behavior has given us much insight into how people process information. One item worthy of discussion in a B2B forum is the idea of presenting information as facts vs. myths. 

The Problem: Research suggests “facts vs. myths” documents do not deliver information effectively due to the way our brains process that information. Though it may be comprehensible initially, as time passes, the readers may remember the material but not remember whether the statements were labeled as true or false. Even worse, recalling the statements may make the reader think he or she remembers those statements because they were true. 

The Solution: When presenting information to your target audience, only speak using truths and facts. For example, if you produce a product that has some buzz and people don’t really know what’s true and what’s not, do not develop a facts vs. myths document to set the story straight. Instead, start off with something like, “We know there has been a lot of confusion surrounding this issue, and here are the facts…” Then relay the facts only. 

Final Quick Tip: Research also suggests that if you are attempting to correct something that is false, don’t even mention the myth in your response – just state the truth and leave it as that. 

So whether you are clearing up an issue of uncertainty or trying to outright debunk a lie, research suggests it may be most effective to mention only the truth and leave it as that.   

 

Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns. 

 

 

 

 

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