Written by Francesca Barber
Copywriter
Concrete language convinces customers – as behavioural science shows. So why is there so much vague jargon in B2B comms? Because writing precisely is much harder.
This guide will help you speak to customers in simple language which sells, by replacing outworn buzzwords.
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Hack #1: EMOTIVE ANALOGIES
Describe a person, place or object as an analogy for the buzzword.
❌Partnership / collaboration |
❌High-performance |
✅Someone to speak kind words or home truths Someone to make you look smarter or fight your corner Your confidant or your cheerleader Your ally or your teacher A wise mind on speed-dial The detail-doer to your big dreamer |
✅The Usain Bolt Albert Einstein Beyoncé of your category If it were a person, it would: have three doctorates read The Economist be everyone’s best friend
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Hack #2: Simple swaps
Control F these buzzwords – then replace them.
❌Next gen / evolution |
❌Trusted / reliable |
✅New Fresh Just out The talk of the town Latest |
✅Chosen by millions Works all the time Tells the truth Rated #1 By your side |
❌Efficient |
❌Innovative / cutting-edge |
✅Profitable Power-saving Carbon-cutting Doing more with less Thrifty |
✅Inventive Left-field Market-changing The envy of competitors Unique |
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Hack #3: Say it shorter
Turn a long clichéd phrase into a three-word sentence.
❌We provide best-in-class customer service |
❌We are committed to quality |
✅Customers stay longer We respond immediately Nothing’s too tricky |
✅Products don’t break Only perfection passes No flaws allowed |
❌We offer customised solutions |
❌We are passionate about what we do
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✅We build bespoke It’s one-of-a-kind design Challenge our engineers |
✅Every detail matters We’re born: engineers/ designers/ inventors
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Hack #4: Spell it out
Explain the buzzword, aloud, to a child.
❌Digital transformation / digitally enabled |
✅Connecting to the internet Crunching the numbers Creating apps to make… ideas that change industries time-saving decisions a healthier planet possible |
❌Future-proof |
✅You’ll always be ready for… the latest threats world-changing tech new laws and legislation |
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Hack #5: Use ‘how’ and ‘you’
Get more specific about your customers’ world – and their aims.
❌Productivity |
❌User experience |
✅How much you can: invent tweet manufacture write simulate advertise |
✅How effortlessly/ instantly you can: trade create design upgrade |
Run better creative than ever before
It’s not just your comms that’ll improve, if you use our simple language hacks. Bring this lens to your agency briefs and you can expect much more imaginative results.
For more fresh thinking, not buzzword blurb, you can get in touch with our team.