The power of babble.

I’ve spoken before about my exploits in a Turkish prison...oh wait,?wrong story. Once upon a time, I landed in Dallas with a?really thick Dublin accent – so thick?that my university?put me in their English as a Second Language class. Here’s the thing: We were all?speaking the same language, but apparently Texas English is different from?Irish English.

What’s my point? In the B2B world, it’s easy to fall into the trap of assuming everybody else?automatically understands?you and the way you speak –?because everyone you know?speaks the same way. You’ve been living and breathing your product or service for so long that it seems?obvious. I mean, you’re fluent in your own internal jargon, so of course your customers are, too. Right??

Wrong! What is simple, straightforward language to you can sound?like confusing?babble?to them. It’s like trying to have a real-world conversation with someone who speaks only in internet slang. Your message may sound?perfect to you, but if your?prospect can’t follow it, they’re gone.

Prospects don’t speak your?language—they speak their own.

Your ideal prospects are dealing with their own challenges and frustrations. They don’t care about you or your technical brilliance. What they care about is themselves and solving their specific problem, quickly.Overloading your communications with buzzwords, complex acronyms, and?technical babble means?your prospect hears only the?“Blah, blah, blah” of the Charlie Brown grown-ups. What they need to hear is,?“We?understand your problem and we're?here to help.”

Problem first, solution second.

It's not about?what you want to say; it’s about?what they need to hear.?Instead of diving into all the impressive features and cutting-edge, future-proof technology, start with their pain points. What issue are they facing? What do they desperately want to improve? How are you uniquely equipped to help them fix it? By leading with the problem, you immediately grab their attention. You show them that you care about what they care about: them.

Next time you’re reviewing your B2B messaging, take a step back and try to put yourself in their shoes (and ears). Are you speaking?their?language, or your own?

Speak clearly. Because clarity beats complexity every time, and that’s when the magic?(and?trust) happens.?

Sláinte,??????

Eric

Marjoram

Two ways I can help:

1. As a strategic advisor on B2B marketing & messaging
2. As an external team, helping support how that message gets applied and amplified

Talk is cheap: Book a free consultation with me to see if there's any way I can help.

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