How to simplify complex tech and clarify your B2B messaging
Last week I had an emergency appointment with the dentist. While I waited, tooth throbbing, I noticed a large sheet of black paper on the wall with the heading ‘How sweet are you?’. It was covered in images of different types of food – a tub of Ben & Jerry’s, a bagel, a jar of pickle – with small packets of sugar lumps next to them.
It was a brilliant, immediate way to show how much sugar is in these everyday items. And a masterclass in simplifying a concept using visuals and relatable products.
I could instantly compare the amount of sugar in each food or drink, and decide for myself which choices I would make armed with that information. No lecturing or pitching, just bare, bald sugary facts.
So, why is this relevant to your business?
Because your customers might be walking around in throbbing pain too. Not from toothache, but from trying to work out what your tech actually does.
There’s a prevailing belief that if the connectivity or technology is good enough, it will sell itself. That if the product has the best features, the market will take notice. But that approach doesn’t do their business justice, or drive meaningful growth.
Many businesses overcomplicate their messaging, cramming in jargon, hyperbole, and acronyms, assuming customers can connect the dots. But people don’t have time to figure it out – if your audience has to decode your messaging, you’ve already lost them.
And if you’re offering multiple different products or services, things can get messy when it comes to communicating exactly what you do and why buyers should care.
Why simplifying your message is so hard
Tech leaders know their products inside out. Which is a great thing! It’s also a problem. When you’re deep in the details, it’s easy to assume people understand terms like ‘carrier aggregation’ or ‘software-defined networking.’
But most customers don’t. They just want to know:
- What does it do?
- Why should I care?
- How does it make my life easier?
Jargon gets in the way. It creates friction, slows down decisions, and makes your solution feel complicated – even if it’s not.
The 4 common B2B messaging mistakes tech businesses make
01
Overloading with features
Listing every capability might feel thorough, but it can overwhelm customers. Instead, lead with the benefit the key features deliver, and leave the detailed specs to a separate table or document.
02
Speaking like an engineer, not a buyer
Your audience probably isn’t as technical as you are. Speak their language, show them how your offering fits into their world.
03
Using vague or abstract claims
‘Optimised solutions for digital transformation’ sounds impressive but says nothing concrete. Be specific about the problem you solve.
04
Assuming people ‘get it’
Just because it’s obvious to you doesn’t mean it’s obvious to them. If a potential customer says, “Oh, now I see how this works,” you’ve already lost valuable time.
How to simplify complex tech messaging
What happens when you get it right?
When you strip out the fluff and speak in clear, human terms, a few things happen:
- Customers instantly understand your value
- Sales cycles speed up
- Teams align around a clear message
- Your brand stands out in a sea of vague tech-speak
Like that dentist’s poster, your message should make people think, ‘Oh, I get it now.’ Because when they do, they’re far more likely to buy.
See how we can help you show your ideal buyer what you do best.
For Lulah it all starts with Story, whether that’s writing punchy website copy, creating compelling messaging, or crafting campaigns that deliver. Her previous clients include Credit Suisse, Victorinox, and Mann+Hummel.
