Drop the Jargon
B2B writing is famous for its obsession with the “right” words. Industry speak. Impressive-sounding sentences or taglines like “Quantum. Game-changing. Advantages.” Phrases like “…at the intersection of…” (lawyers seem to be in love with that last one).
Unfortunately, the “right” words — the ones that appeal to everybody on the inside, those that are “on brand,” and get stuffed into every crevice of B2B content — are overused buzz words we all love to hate. Jargon.
Jargony B2B messaging is like green Jell-O: The mere sight of it scares off most of the audience. For those desperate few with strong stomachs, they’re left squinting through a quivering haze of words. The message may come in a fancy Bundt shape, but it gets left on the dinner table along with the fruitcake (the food embodiment of cold outreach emails).
If this blog post went through the standard B2B content process, there’d be 12 rounds of edits between 29 stakeholders, converging on the inclusion of the words “innovative” and “state of the art” and a desire to be “punchy” without the risk of sounding interesting. Every bit of personality, every reach toward humanity, every smidge of humor and relatability would be replaced by sentences like,
“Our innovative, cutting-edge technology enables you to leverage your assets for maximized synergy and groundbreaking process elasticity.”