If your company can’t explain a concept or product succinctly, you probably have a marketing problem on your hands.
Let’s be honest. The world is complicated enough. It shouldn’t be a struggle for a potential customer to understand the basics of what you’re trying to sell. If the news is not clear, you will at least lose some business.
A recent case came up when my father asked me if I knew anything about ZoomInfo Technologies Inc. (Nasdaq: ZI). He wanted to buy some stocks.
Aside from thinking it was the video service – that’s Zoom Video Communications Inc. (Nasdaq: ZM) – I hadn’t heard from the company. So I googled it and went to the company’s website. Sacred catchphrases and marketing jargon, Batman!
“ZoomInfo puts world-class data and technology at the heart of business productivity, innovation and growth,” the website said. “ZoomInfo supports growth in business organizations through its flexible data API and our industry-leading go-to-market platform. ZoomInfo’s platform and data easily integrate with popular sales, marketing, and recruiting technologies and custom applications. “
I think I’m pretty technically learned, but it’s a shame to read through.
ZoomInfo’s Google Company Profile makes things a little easier, summarizing that the company sells software on a subscription basis and has access to an information network for sales, marketing and recruiting professionals.
Granted, those who would travel to ZoomInfo’s website would likely already have an idea of what they are doing. But why overcomplicate the pronunciation? It’s like the idea of sounding impressive with flowery language, but that tactic fails because of the high likelihood that many will not understand what is being communicated.
Let’s use Zoom Video Communications as a comparison.
The company’s website states that its technology “helps businesses and organizations bring their teams together in a seamless environment to achieve more.”
“Our simple and reliable cloud platform for video, voice, content sharing and chat runs on mobile devices, desktops, phones and room systems,” the company website states.
Much easier to digest.
It’s a battlefield for gaining customers and market share. Companies should therefore do everything possible to ensure that their marketing is on point.
Marketing via websites and social media is usually the first place many customers interact with a company. Advertising is common, and because of the nature of the Internet, ideas and information are consumed quickly and frequently.
There are many competing for your prospect’s attention. And you only get a first impression.
Liam Gray, a content writer for business-to-business blogging service Blend, has some helpful tips from a September 2020 article entitled “The Negative Impact of Jargon in Content Marketing.”
1. “Use jargon sparingly.” Best to use it only when the concept is simple and you can establish your company as an authority.
2. “Communicate in the same language as your buyers.” Simple language is best, especially when it comes to marketing on social media.
3. “Know your audience.” Complicated formulations should only be reserved for your core customers, not potential companies.
4. “Prioritize the clarity of your content.” Getting your message across is vital.
Businesses need to leave complicated jargon at the door and communicate better to win the modern customer’s business. As simple as that.
Geoff Pickle, Web Editor of the Springfield Business Journal, can be reached at firstname.lastname@example.org.