Why adjectives and adverbs muddle your B2B website
We need to have a serious conversation about a common culprit that often sneaks into our marketing content: adjectives and adverbs. I'm not saying that these linguistic tools are inherently bad, but when it comes to B2B communication, they can often do more harm than good.
In this blog post, I'll provide actionable tips on creating impactful and persuasive content that resonates with your target audience.
What are examples of adjectives and adverbs?
Adjectives are words that describe or modify nouns, providing additional information about their qualities or attributes. For instance, in the phrase "innovative solutions," the word "innovative" is an adjective that highlights the unique quality of the solutions being offered.
Adverbs, on the other hand, modify verbs, adjectives, or other adverbs, providing more information about how, when, or where an action takes place. For example, in the sentence "Our team consistently delivers exceptional results," the word "consistently" is an adverb that emphasizes the reliable nature of the team's performance.
The Problem with subjective language
When trying to capture the attention of B2B buyers, using subjective language can backfire. Terms like "amazing," "exceptional," or "incredible" may sound impressive, but they lack substance and fail to provide concrete information. B2B buyers are more interested in understanding the value your product or service can bring to their business. Instead of relying on adjectives, focus on clearly communicating the unique features, benefits, and outcomes your offering provides.
2. The importance of credibility in B2B
B2B buyers are a sceptical bunch. They've seen countless marketing claims and empty promises. When your marketing content is overloaded with adjectives and adverbs, it can raise doubts about your credibility.
B2B buyers want to work with companies they can trust, so building that trust through transparency and authenticity is crucial.
Provide real-world examples, case studies, and testimonials demonstrating your solutions' tangible results. Data is compelling to increase trust- much more so than any adjective.
3. Precision and clarity
Adjectives and adverbs can sometimes cloud your message and confuse your audience. B2B buyers have limited time and attention spans, so getting straight to the point is essential. Instead of embellishing your content with flowery language, focus on delivering clear, concise, factual information.
Break down complex concepts into easily digestible pieces and use specific, quantifiable data to support your claims. Infographics and listicles are ideal. B2B buyers appreciate content that helps them make informed decisions, not content that leaves them scratching their heads.
Here's an example.
Consider the difference between saying, "Our software is incredibly efficient", versus "Our software reduces processing time by 50%."
The latter provides a clear picture of the benefits and demonstrates your solution's specific value to potential clients. Emphasize concrete facts and figures to bolster your claims and make your messaging more compelling.
4. Speaking the language of B2B buyers
B2B buyers are immersed in industry jargon, acronyms, and technical terms. When you rely heavily on adjectives and adverbs, you risk alienating your audience by not speaking their language. To connect with B2B buyers effectively, understand their pain points, challenges, and goals.
Craft your content using terminology that resonates with them, demonstrating your understanding of their industry and their specific needs. This will help establish your company as a trusted partner rather than just another vendor.
5. Cluttered messaging
In an attempt to make their copy more engaging, some B2B websites end up cluttering their messaging with an excessive number of adjectives and adverbs. While a sprinkle of these descriptive words can add flavour, an overload can make your content difficult to understand. But your potential clients visit your website to find information and assess your business quickly.
Remember: It takes about 50 milliseconds (that's 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, so every word counts.
Use concise and straightforward language to deliver your key messages, ensuring that your visitors can easily navigate your site and absorb the information they need.
6. Creating compelling content
Effective B2B marketing content is about telling a compelling story and offering solutions that align with your target audience's needs. Adjectives and adverbs might seem like shortcuts to convey emotion and enthusiasm, but they often fall flat.
Instead, focus on storytelling techniques that engage your audience. Use real-world examples, customer success stories, and data-driven insights to create content that educates, inspires, and motivates action.
7. The power of proof
B2B buyers seek evidence that your solutions deliver results. Instead of relying on adjectives and adverbs to describe your product or service, provide tangible proof of its effectiveness.
Share case studies, customer testimonials, and performance metrics to demonstrate how your offering has helped other businesses achieve their goals. This concrete evidence will instil confidence in your target audience and differentiate your company from the competition.
Over 92% of B2B buyers say they are more likely to buy after reading a trustworthy review. Use that fact to your advantage.
Adjectives and adverbs have their place in language, but when it comes to B2B marketing content, focus on evidence and data instead.
Do you want fewer adjectives and more compelling copy for your B2B website? Get in touch for a free discovery call.