Vagueness: The B2B marketer’s worst bad habit

In a world of vacuous marketing bullshit, I strongly believe that B2B marketers are the worst and most criminal offenders.  

Vagueness. The lack of precision in thought or communication. That perfectly discourteous practice of confronting potential customers with meaningless terminology that feels like it was invented by an algorithm. 

As a copywriter and messaging strategist, I’ve become accustomed to scrawling “vague” across my clients’ marketing copy. It’s by far the most frequent criticism I offer — and by far the criticism that is the hardest to swallow. 

For some reason, vagueness feels right to marketers. It lends itself that formality that B2B marketing should have. It feels broad enough to appeal lots of potential customers. This is how marketing should sound…right?

Nope. As any copywriter can tell you, that kind of copy might make your CEO happy but it isn't going to convert any customers.

So what does convert?

???? Here's the five-point framework I use to develop new product messaging