Have you ever tried to explain something complex or technical in a simple way only to find you’ve confused your audience even more?
Read this
Where is the bird?
Did you have to go back and read it again?
Each sentence requires a new image which makes your brain work harder to re-engage and understand.
Your job as a writer is to make it easy for your reader to understand.
It’s a simple fix -
Threading is when you thread your sentences together by connecting a new concept to an old one or one that your audience is already familiar with.
By joining the end of a sentence with the beginning of the next sentence, each new concept is linked to the previous sentence and ensures your audience follows along. (Ehrlich & Johnson Laird, 1982, p. 296).
So where's the bird?
Here’s how to use it in your B2B writing
This technique works well with data and technical information.
By improving the flow you'll also improve the readability of your writing.
Other tactics to Simplify complex concepts is to
Break down technical concepts into easily digestible pieces.
Use analogies or real-world examples to help your audience grasp the information.
Use jargon strategically: Employ technical language when necessary to demonstrate expertise and credibility, but avoid excessive use of jargon that may confuse or alienate potential customers.
Balance technical and conversational tones: Combine professional, industry-specific language with a more casual, conversational tone to make your content both informative and engaging.
Provide context and definitions: When using technical terms or acronyms, provide context or brief explanations to ensure that all readers can understand your content, regardless of their familiarity with the jargon.
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