After back-and-forth email discussion with a client today about subject lines on a particular email, I got to thinking about how what I was saying applied to all types of B2B communications.
The fact is, we want to be effective communicators whether the platform is an email, letter, PowerPoint presentation, Website, post card, brochure or who knows what else. If B2B marketers forget all the other rules and best practices of communication, they must remember these two as the basics of getting their messages read. They are simple to remember — but can make a powerful difference.
1. Keep it short.
People are multitasking. They may be reviewing their emails while on a conference call. Schedules are often booked solid all day long. Often they don’t have time to do more than take a quick eye scan of the communication.
B2B marketers are not usually in the same room with the reader when the messaging is being read. They aren’t there to see the person yawning, looking at their watch or not giving the message any more than a glance. The trick to keeping it short is to write the communication. Then let it sit overnight. Then review it the next day and remove every word and sentence that is not critical to its purpose.
Don’t go on and on about product details in a communication inviting attendees to a Webinar demo. Don’t give away all the details of a case study you’re asking prospects to download.
2. Forget your big vocabulary.
B2B marketing communication is always more effective when it uses simple, direct language. The easier it is to read by anyone, the better. Some assert that one should use formal language when talking to, say, academics. However, everyone, regardless of education level, prefers simple, straightforward language. This is especially true when learning about products or services they might want to use. Clearer, more basic language also helps keep the communication short.
This isn’t new advice. In fact it’s been said over and over and over again by me and others. What’s disappointing is how often I still see these rules broken. B2B marketers have a better chance of standing out from their competition in this crowded marketplace by just following these two simple rules.