If your messaging is confusing, your customers will think your product is too

One of the most common struggles I hear from my clients is how hard it is to sell a product or service that they can’t describe clearly.

If your messaging is confusing, your customers will assume your product is too.

Technical copywriting is one of many levels of copywriting and good technical writing should aim to translate not explain.

Let's consider how brands write instructions.

Read these instructions about the Keurig K Slim

Did you read all of it or did you skim-read? Do you know how to operate the K-Slim? Was it clear?

Considering the K-Slim® is advertised as "Enjoy ease" - the instructions do make it seem overly complicated.

When your messaging is complicated and confusing it's not too much of a leap for your customers to assume your product will be complicated and confusing too.

Now take a look at Fogler's instructions for their K-Cup® pod

It's step-by-step directions keep it simple and clear to follow along. 

Good Copywriting should make it easier for your audience to understand your message, not harder

But too many writers think simplifying your message means dumbing down your product.

This is not the case - writing concisely avoids any misinterpretation or misunderstanding. It gives clarity and makes sure the value of your product or service is easily understood by your target audience.

7 things to help you avoid confusing your customers:

1. Adjust to your customer’s perspective.

You may have helped bring this product to life - You probably understand it in a way that a customer won’t.

The curse of knowledge is a cognitive bias that occurs when an individual, who is experienced in a particular subject or skill, assumes that others have the same level of understanding or knowledge on that topic.

Overcoming this cognitive bias involves recognizing and adapting your message to accommodate the various levels of familiarity your reader has with a subject.

Meet your audience where they’re at. Ask How technical are they?

Then tailor your content to match their familiarity and use language that they can easily comprehend. If you aren't sure always assume they don't have any prior knowledge

2. Avoid Jargon:

   Refrain from using industry-specific jargon or technical terms that may not be familiar to your audience. If you must use such terms, provide clear explanations or definitions.

Offer additional resources, such as links to more in-depth articles, videos, or webinars for readers who want to explore a topic further.

This approach enables you to cater to the needs of your entire audience, regardless of their existing knowledge or expertise.

3. Use Simple Language: Short Words, Simple Sentences

Don't use language that only you'll understand

Avoid industry jargon and overly technical terms that might be unfamiliar to some readers.

Instead, use simple language and explain any necessary technical terms in plain language. Remember, the goal is to communicate ideas effectively, not showcase your expertise with complex vocabulary.

Listen to how your customers describe your product and borrow their language to write your copy. 9 out of 10 - They'll be able to describe your product more clearly than you can.

Replace long words with shorter words. You can use a tool like Hemingway to help you edit and highlight sentences and words that are overly complex.

4. Break it Down

Break complex topics into smaller, more manageable chunks.

Chunking makes it easier for your readers to digest information and helps prevent cognitive overload.

Use subheadings, bullet points, and numbered lists to organize your content

5. Tell a Story

People are naturally drawn to stories, and storytelling can be a powerful tool for making complex concepts more relatable.

Weave your message into a narrative that creates a visual image for your reader. See no 6

6. Use Analogies and Visuals

Use Analogies and Examples: Simplify complex ideas by using analogies, metaphors, or real-life examples that are easy for your readers to relate to.

Complex ideas can often be conveyed more effectively through visuals, such as diagrams, infographics, and charts.

Additionally, analogies can help simplify concepts by relating them to more familiar experiences or ideas.

7. Get Feedback: Seek feedback from people who are not familiar with the topic you are writing about. This will help you identify areas where your content might be difficult to understand and give you an opportunity to improve its clarity.

"B2B Communication doesn't have to be Boring"

Do you lead or are part of a team of B2B communicators who are ready to ditch the boring, white-noise corporate blah?

Not sure what to focus on? — let me help you.

I train in-house B2B communication teams to Write for their Audience, not their Company.

If you want your team to find their own A-ha moments — Just forward this edition of Why Our Words Work! with an invitation to subscribe