Stop Yada'ing Over the Best Parts.
Eric Marjoram ??
I help complex B2B brands get clear about the problem they solve and why anyone should care.
Ever heard a story where the person just skips over the best part? Those crucial details that tie everything together. The big Aha moment that makes everything click??
Like the classic Seinfeld episode with the “yada, yada, yada” They skip over the important details. Instead of explaining the juicy details, they just skim over them with a “You know what I'm saying," or "You get it, right?”
Except… you don’t. Because without those details, the story doesn’t land. ?
Technical B2B brands yada yada all the time.
They fill their messaging with technical jargon, company history, and a laundry list of features—assuming their audience will just connect the dots.
But they don’t. And they won’t. Because the most important part is missing:
What's in it for them?
"But you yada yada'ed over the best part!" ~ Jerry Seinfeld
Instead of clearly speaking to the real value they provide, they drown their ideal prospects in technical jargon, feature lists, and insider lingo—assuming they will just see themselves in that story.
But they won't. They don't care about that version of your story. (Eventually they will, but that's later in the conversation.)
It’s The Mirror Problem—focusing on what you make instead of what you make possible.
Your prospects aren’t looking for a history lesson or a deep dive into technical specs. They’re looking for a solution—a way to solve their problem, remove a burden, and make their lives easier.
When you focus on yourself, you’re essentially standing in front of a mirror, admiring your own reflection:
That’s great for employees… but your prospect is thinking: Okay, but what does that have to do with me?
If your messaging doesn’t immediately relate to them, they’ll bounce—fast.
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So instead of staring at your own reflection, turn that mirror around and focus on your prospect and the challenges they face. Effective messaging doesn’t just describe what you do—it paints a picture of what’s possible for them.
Testing your message is easy. Just take a look at your homepage or landing page and see how much you talk about yourself, your product, history, or awards. Then look at how much you Yada yada over the prospect or their problem.
Great messaging:
Stop Yada Yada-ing and start connecting.
If your B2B message isn’t getting the attention it deserves, take a step back. Are you making your prospect the hero of your story, or are you yada yada-ing over the part they actually care about?
It’s time to stop talking at your audience and start speaking to them.
Sláinte,??? ???
Eric
Three ways I can help your B2B brand:
I leverage technology to drive organizational revenue and efficiency. Strategy, Web, Marketing, Automation.
2 周Love it. This nails the 'Mirror Problem'—too many brands assume their audience will connect the dots, but they yada yada right over the details that actually matter. It’s like 'No soup for you!'—except instead of soup, it’s the clarity prospects need to take action. Show them the value, don’t make them guess! Well said, and excellent reference :)
Passionate B2B Marketer - Driving Impact, fueled by ??
2 周It's actually strange, because most B2B companies, once they're in business, are extremely customer-focused. They think up customizations and listen to needs. In the comfortable bubble of existing business. When it comes to new business, the yada yada machine kicks in. Why is that? I never found out. But I have learned that in B2B, empathetic communication ensures success. ALWAYS.?