A confused mind never buys

I often get emails from friends and colleagues asking for help evaluating different products in the Artificial Intelligence space. Thanks to the trend of?AI washing, everything is AI-powered, quite magical, and a panacea to the world hunger problem. I have spent more than 20 years in this space, yet I cannot grasp what is being sold by most of these companies. It is almost as if the B2B marketers' ambition is not to provide a direct answer to the core question: "What problem do you solve?"

This lack of clear marketing (intentional or unintentional) creates confusion in the marketplace, which is not good for the entire market in the long run.

The Google vs. AltaVista Lesson: Simplicity Always Wins

When I started my career in IT, Google search had just come out. Altavista was the number 1 search engine in the market. Google captured the market through the idea of simplicity.

Altavista had advanced features, multiple functions, and a user interface packed with links, tabs, and dropdowns—designed to demonstrate its versatility; however, this overwhelming array of features confused users, creating a cluttered experience.

Enter Google, with a single, powerful proposition: a simple search box in the middle of a blank page. Google’s message was clear: "We make search simple." They eliminated confusion, focusing on providing the best user experience through clarity and ease of use. Instead of showcasing every possible feature at once, Google streamlined the process, delivering exactly what users wanted: relevant search results, fast.

B2B Marketing Today: The Jargon Jungle

In today’s B2B landscape, marketers seem obsessed with complicated, jargon-filled messages that create unnecessary confusion. Instead of directly communicating the benefits of their products or services, they create confusion by using statements that make no sense.

For example, here’s a typical B2B marketing pitch you can find on most tech websites today

“Our AI-powered, synergistic cloud platform leverages big data to drive digital transformation, empowering enterprises to achieve scalable efficiencies in an agile, future-proof ecosystem.”

The sentence has a lot of big words and sounds very impressive, but what does this product do?

Imagine a B2B Marketer selling toilet paper

I always think if a B2B marketer were to be given the task of selling toilet paper, they would come up with a convoluted message such as:

“Our friction-optimized, micro-fiber, multi-layered, liquid absorption device provides superior waste management efficiency, reducing human error in restroom facilities by 32%. The multi-purpose utility guarantees compliance with hygiene standards, ensuring seamless integration with existing bathroom infrastructure.”

Instead of saying:

“Soft, strong, and absorbent toilet paper that’s gentle on your skin.”

The Problem with Confusion in B2B Marketing

When B2B marketers use overly complex language, several things happen:

1. Decision Fatigue: Busy decision-makers don’t have the time or mental energy to decode vague and complex messaging. When forced to decipher what a company offers, they often delay or avoid making a decision.
2. Erosion of Trust: When messaging feels abstract or confusing, buyers may become skeptical about the company’s ability to deliver. If they don’t understand what the product does, how can they trust it will solve their problem?
3. Missed Opportunities: If your potential customers don’t immediately grasp how your product or service benefits them, they will likely turn to competitors with clearer value propositions. Simplicity is not just desirable—it’s a competitive advantage.

Conclusion: Simplicity Sells

The core tenet of marketing communication is "to communicate." The more confusion you create using abstract and convoluted terms, the more you push the buyer away.

Clarity drives action. If customers can’t understand what you’re offering, they won’t buy. It's time to eliminate the jargon and focus on the real value?because (as my communication coach Djahane Banoo, Ph.D. used to say)?clear beats clever?every time.

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