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'Techno-babble' & Other Common Mistakes

'Techno-Babble' & Other Common Mistakes

Here are a few mistakes we see people make. Avoid these if you can.

Techno-babble

A few years ago it became trendy for B2B brands to bamboozle prospects by writing in the most cryptic way possible about problems that don't exist.

Think: Cross-Functional Agility for the Modern Enterprise

Or: Putting CX at the Heart of Digital Transformation

Nobody's fooled by this stuff anymore. It doesn't work and it just needs to stop.

Focus on communicating in a way that feels human and conversational. If you can't explain the value you're offering using everyday language, you're probably not adding value.

Making it too long

Say it with me: word count is a bug, not a feature!

The value of a piece of content equals the knowledge you gain divided by the time it takes to gain it. A 2,000-word whitepaper that shares three useful pieces of information is much less valuable than a tweet that shares one, because the tweet took three seconds to read.

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Nobody's going to begrudge you for taking up less of their time. This is why checklists and templates tend to have good conversion rates. They save you time, rather than use it up.

Choosing a pain point with zero ROI

Solve a problem that will help people make money or save time. If you're not doing either of these things, are you really helping people?

Not being specific enough

Being really specific about the problem that you're solving and how you're solving it makes the value feel more tangible. 'The Easy Way to Fix a Flat Bicycle Tyre in 5 Minutes (or Less)' is so much better than 'Bike Tyre Repair'.

Also, if you're writing for a narrow audience (and you should be), call them out in the headline. "The Enterprise CMO's Guide to Marketing Spend Control in 2021" is a way better than "How to Stay on Budget".

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