Made up words in b2b technology marketing
A major pet peeve of mine is when companies make up new words for which there is already a word. Even worse, when you ask a company spokesperson, “What is X?” and he/she is unable to simply say, “Oh, we mean Y.”
The benefits of trying to make something new again are negated when you choose not to clearly define what you are referring to. There is no benefit in attempting to elevate your offerings through convoluted language. IT professionals are short on time. They want to know if your product or service will address their problem. They shouldn’t have to read and reread your collateral to understand what it is you do. And, in fact, they won’t.
Some companies become so entrenched in their messaging that they fail to realize when it has become a detriment to their marketing and sales efforts. The best way to break the cycle? Hire a third party to produce your next piece of marketing material. Tell them what you do and gauge their response. Then tell them you want content that speaks plainly and simply about the problem your offering solves and how it does so. The discussion that follows — and the resulting content — should be enlightening for everybody involved.
Related posts:
How to use jargon — and the dangers of doing so
Take advantage of hype to create compelling content
Know your customers: Don’t tell them what they already know
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Crystal Bedell
Freelance technology writer
cbedell@bedellcommunications.com
