There comes a point where the language of marketing loses its connection to the real world. Business language and formal language have their place, but it isn’t in b2b marketing for technology companies. At least not most of the time. And this isn’t even taking into account that plain language can also be compelling language. Some real-world examples:
1. Data and AI preparedness
Actual marketing text in the world:
Organizations are undergoing transformative shifts in their data strategies. Fragmented data stacks, combined with the promise of generative AI, amplify productivity pressure and expose gaps in enterprise readiness for this emerging technology.
In plain language:
Organizations are overhauling their data strategies. But fragmented systems and the excitement around generative AI are increasing productivity demands and revealing weaknesses in how prepared businesses are for this new technology.
In evocative language with abundant cliches:
Businesses are scrambling to overhaul their data strategies, but the chaos of fragmented systems is colliding with the hype around generative AI. Productivity demands are rising sharply, and in the rush to adapt, cracks are starting to show. Companies are facing a harsh reality: they’re not nearly as ready for this AI revolution as they thought.
In evocative language with fewer cliches:
Businesses are urgently trying to revise their data strategies, but fragmented systems and pressure to adopt generative AI are slowing them down. Businesses need productivity to rise sharply, but as underlying issues become apparent, companies are seeing that they’re far less prepared for AI than they thought.
2. Customer insights
Actual marketing text in the world:
Company A is redefining intelligence for customer experience. By leveraging interconnected, insightful, and adaptive technology solutions, you can put the customer at the center of your operations to improve loyalty and profitability.
In plain language:
Company A is changing how businesses use data to improve customer experiences. With our smart, connected tools, you can focus more on your customers, improving their loyalty and increasing profits.
In evocative language with abundant cliches:
Company A is transforming the way businesses use information to improve customer experiences. Our intelligent systems work together so you can zero in on your customers and delight them like never before while you fuel profitability in ways you didn’t think possible.
3. Tower computer
Actual marketing text in the world:
Experience a whole new level of performance for your professional workflow. This tower is engineered to seamlessly run multi-threaded apps for fast rendering, simulation, and now real-time ray tracing. And when your demands change, you have impressive expandability to upgrade.
In plain language:
Get more done with this tower. It’s built to handle demanding tasks like rendering, simulations, and real-time ray tracing smoothly. Plus, as your needs grow, it’s easy to upgrade for even better performance.
In evocative language with abundant cliches:
Get ready for higher performance with this tower. It crushes multi-threaded apps, like tackling complex renders, heavy simulations, or diving into real-time ray tracing. And when your projects outgrow your setup, no worries—this machine can expand and evolve right along with you.
4.Hire better
Actual marketing text in the world:
Empower hiring teams to attract more talent and fill job vacancies fast. Our software, together with this plugin, help organizations enhance the candidate experience, grow talent pools, drive internal mobility, and streamline the hiring process through AI and automation and by unifying recruiting with the rest of the business.
In plain language:
Help hiring teams attract more talent and fill job openings quickly. Our software improves the candidate experience, expand talent pools, support internal hiring, and make the recruitment process more efficient by using AI, automation, and integrating recruiting with other business functions.
In evocative language with abundant cliches:
Supercharge hiring teams to pull in more talent and fill roles faster than ever. Our software transforms the candidate experience, expands talent pools, boosts internal promotions, and takes the chaos out of hiring with AI, automation, and smooth integration across the business.
Of course, even though this is a favorite of mine, it’s just one of the 43 Ways Technology Marketing Sucks.
