B2B marketing is full of big promises, abstract phrasing, and sentences that sound smart — but don’t say much. The result? Messaging that looks polished on a slide deck… and gets ignored in the real world.
If your audience doesn’t get it, they won’t care. That’s why clear, simple messaging isn’t just nice to have — it’s essential.
Here’s how to spot the problems and start fixing them.
1. Cut What Doesn't Help
Jargon doesn’t build credibility. It builds confusion. If you find phrases like these in your pitch deck or homepage, it’s time to get out the red pen:
❌ “We deliver risk-informed innovation across key verticals.”
❌ “Empowering strategic enablement at scale.”
❌ “Unlocking transformational value through integrated solutions.”
What do any of those actually mean? More importantly: would your audience say those things?
The Metrics That Actually Matter
✅ Instead, try:
“We help your team make confident decisions faster — without extra handoffs.”
Or:
“Your GC gets a clear path through the regs. Your COO stops explaining the same thing three times.”
Simple isn’t dumbing it down. It’s removing the friction between what you do and why it matters.
2. Use Words People Actually Say
Imagine someone on your client’s team trying to explain your value to their boss. Would they say:
“They provide strategic alignment across business functions”?
Or would they say:
“They helped us get everyone on the same page and move faster”?
Plain language builds confidence. It sounds like a partner, not a pitch. And in long sales cycles — where trust is everything — clarity is your biggest asset.
3. Make the Benefit Concrete
Abstract outcomes don’t stick. Real ones do.
Instead of:
“Driving operational transformation”
Try:
“Your leadership team spends less time in meetings, and more time moving things forward.”
Instead of:
“Delivering data-backed insights for strategic planning”
Try:
“You finally get the answers you need — without sorting through three dashboards and a 48-tab spreadsheet.”
When people can see the outcome, they’re more likely to believe you can deliver it.
The Bottom Line
If your message isn’t clear, your marketing won’t connect.
If it’s not simple, it won’t stick.
And if it doesn’t sound like your customer, it won’t build trust.
Clean, confident messaging doesn’t just describe what you do — it shows your audience that you get them.
Want more like this?
Explore how we help professional services firms build strategies that connect — starting with a better message.
Ready to Fix Your Messaging?
Download our comprehensive Messaging Workbook to transform how your B2B business communicates with prospects.
If your message is almost there, but not quite—let’s fix that.
