In the B2B technology world, complexity is a given. But when technical jargon takes center stage, potential customers can feel like they’re being left in the dark. Instead of driving home the value of a product, overly technical language often just obscures it. So how do we bridge this gap and help customers see the benefit of complex solutions? Here are some techniques to get started.
1. Translate Features into Real Value
Forget tech specs, and think in terms of practical benefits. Imagine you’re a customer – what immediate issues does this product solve? By directly translating features into tangible outcomes (like “reduced downtime” or “lower maintenance costs”), you’re speaking in terms of value, which is much more relatable and enticing. Research backs this approach: studies show that users absorb information better when it’s presented in an “inverted pyramid” style, starting with high-level benefits before digging into the details.
2. Ditch the Jargon (or Define It)
Not all industry terms are immediately familiar to every potential buyer, even those who are technically inclined. Use simple language whenever possible, and when jargon is essential, follow it with a quick, plain-language definition. This practice, called “plain language,” has become a best practice in simplifying complex information for diverse audiences. A clear explanation reinforces trust and doesn’t alienate your readers, according to content experts from Mesh Agency.
3. Visualize It – Let Graphics Do the Talking
When your product is complicated, a well-chosen image or chart can say more than paragraphs of text. Use visuals like infographics or schematic diagrams to break down complexity into digestible parts. Studies indicate that visuals are processed faster than text and often have higher retention rates. So whether it’s a flowchart for a software workflow or a before-and-after comparison for a data analysis tool, visuals can crystallize complex concepts quickly and effectively.
4. Tell Stories – Show Real-Life Success
People connect with stories, not specs. By illustrating how other companies have successfully used your product to solve similar problems, you’re making complex information relatable. It’s the ultimate “what’s in it for me” approach, using testimonials or case studies to create trust and relevance. According to HubSpot’s research, this method makes abstract or technical details more concrete and understandable for potential buyers.
Use value as a punchline: “… so you can do [this critical function] better, faster, more economical, less aggravation, etc.”
5. Start with Why, End with How
When you lead with the purpose behind a feature – the “why” – and wrap up with the operational “how,” you’re structuring the message for clarity and impact. As marketing strategist Mesh Agency suggests, presenting information in manageable chunks that lead logically to the finer details improves comprehension and engages readers from the start.
Caught in a cycle of tripping over your “geek speak”? Get ideas for WIFM that resonates by reaching out today with absolutely no strings attached.
