Michael Liebowitz (Founder, Magnetic Mind Studio), who shares proven strategies and expert insights on how to create a B2B message that can’t be ignored. Michael emphasized the need to align messaging with the “critter brain,” which places value on emotions and survival. He explained why B2B marketers must communicate the main outcome delivered by their service and the core beliefs of their business.

How to Create a B2B Message That Can’t be Ignored

Michael Liebowitz – Founder, Magnetic Mind Studio

Most B2B companies don’t lose traction because of a weak offer or a substandard product. They lose it when prospective buyers ask, “Why should I buy from you?” and the answer just doesn’t land. The main challenge lies in creating B2B messaging that resonates with prospects, differentiates your brand, and drives conversions. So how can marketing teams develop the right language and clear messaging that leads to revenue growth?

That’s why we’re talking to Michael Liebowitz (Founder, Magnetic Mind Studio), who shares proven strategies and expert insights on how to create a B2B message that can’t be ignored. During our conversation, Michael emphasized the need to align messaging with the “critter brain,” which places value on emotions and survival. He explained why B2B marketers must communicate the main outcome delivered by their service and the core beliefs of their business. He also discussed why effective B2B marketing isn’t just about understanding your customer, but also about understanding one’s own business, brand purpose, and core beliefs. Michael highlighted the biggest messaging pitfalls that B2B marketers should avoid. He also predicted a shift from the attention economy to a trust economy due to AI, and stressed the need for rapid trust‑building in a competitive B2B landscape.

Transcript

Christian Klepp 00:01

Most B2B companies don’t lose traction because they have a weak offer or a substandard product. They tend to lose it when their prospective buyers ask, “Why should I buy from you?” and the answer they hear just does not land. So how can B2B companies and their marketing teams develop the right language and messaging that leads to revenue? Welcome to this episode of the B2B Marketers in the Mission podcast, and I’m your host, Christian Klepp. Today I’ll be talking to Michael Liebowitz, who will be answering this question. He’s the founder of Magnetic Mind Studio, who is focused on messaging strategy fueled by behavioral neuroscience and linguistics. Tune in to find out more about what this B2B marketers mission is.

Christian Klepp 00:01

Michael. I mean, we had a dynamite pre‑interview conversation. I mean, that was already like foreshadowing what was to come. Let’s put it that way.

Michael Liebowitz 00:01

Yeah.

Christian Klepp 00:01

And I’m really looking forward to this discussion, because not only is this near and dear to my heart, but I think it’s also something that’s more importantly, highly relevant to B2B marketers and the companies that they represent. So let’s not keep the audience in suspense for too long, and let’s just jump right in on.

Michael Liebowitz 00:01

Sounds good. Let’s go.

Christian Klepp 00:01

Fantastic. So Michael, you’re on a mission to build communication clarity that aligns teams and supercharges marketing and sales. So for this conversation, let’s focus on the topic of how to create a B2B message that can’t be ignored.

Michael Liebowitz 00:01

Okay.

Christian Klepp 00:01

I’m going to kick off this conversation with two questions, and I’m happy to repeat them, right? So the first one is, why do you think it’s so important to develop the right B2B messaging? The second one is, what is it about B2B messaging that you wish more people understood?

Christian Klepp 00:24

All right. Michael Liebowitz, welcome to the show, sir.

Michael Liebowitz 00:47

Thanks. I’m glad to be here.

Michael Liebowitz 01:54

Messaging in general, communication in general. I’ll see if I can find some pieces that are specifically applied to B2B. But my area of expertise is in the realm of behavioral neuroscience and linguistics, and that is shared by all humans, regardless of B2B or anything else. So the best way to create a message that can’t be ignored? Well, most messaging is speaking to the wrong part of the brain. Right? It’s speaking to a part of the brain that has almost, but not entirely, anything to do with whether or not someone’s going to want the service that you’re selling or not. There is another part of the brain that’s operating in the background, and I’m just going to, for sake of learning, we’re going to call it the critter brain. Now this is a metaphor for learning. There is no such thing. You know people say is that the amygdala is like, well, the mingle is part of it, but just, it’s just how the brain operates. And this part of the brain just wants to know if you are safe to be around; all it does is control emotions and survival. That’s all it’s concerned with.

Michael Liebowitz 03:02

Here’s the nut, the nutshell of that: we feel good when we are with people who are like ourselves. To this part of the brain, “I don’t want to die,” therefore people like me probably don’t want to die either. Makes perfect sense to the critter brain. So here’s how this relates to messaging. The meta‑frame on top of all messaging is: how do you create like‑kind with your audience? Which is why I say, and let me be clear about this, that means you do audience research. But here’s what most B2B marketing misses: to the extent that it should be done as much as the audience clarification is, what is this business really all about? What does it stand for on a belief level? To answer that question, you have to communicate on a belief level, not just the level of the service you provide.

Christian Klepp 04:07

Fantastic, fantastic. And, yeah, what are some of the key pitfalls marketers should avoid, and what should they be doing instead?

Michael Liebowitz 04:30

The avoid part: you’re going to be able to do all these things—surface‑level benefits, “no more of that,” “more money for that.” Those are useful, but your competition is saying the exact same thing. So here’s how you differentiate yourself: the critter brain really only wants to know two things.

1. What is the main outcome you deliver? All those features you list—what does the client actually get when they have that? That’s the main outcome. As Theodore Levitt famously said, “People don’t want a quarter‑inch drill; they want a quarter‑inch hole.”

2. What do you believe? The brain wants to know whether you share the same beliefs. Once the critter brain on the buyer side can see clearly what you believe to be true about your business, and as long as it doesn’t violate their own criteria, you’ve built a connection.

Michael Liebowitz 05:35

The big mistake I see a lot of B2B marketers make is they talk about the drill—“our platform does a lot of this, you need this, it solves this problem.” Great, we’ll put you on the list. Instead, the audience wants to know, “Okay, what do I really get on a deeper level?” One of the questions I ask is, tongue‑in‑cheek, “What did they get when they got what you gave them?” That’s the brain’s context. And then you ask, “Do we share the same beliefs?” That’s how you make a real connection.

(The conversation continues with further insights on applying behavioral neuroscience, the shift to a trust economy, and actionable tips for developing impactful B2B messaging.)