One of the writing traps for most technical copy found on B2B websites is their reliance on big words that have lost all meaning when strung together. This trend is so prevalent that I suspect most visitors tune this out as “white noise.” I know I do.
Here’s one example:
So and so company (I’ve removed the name to protect the guilty)
“… enables and supports our client’s sustainability efforts, enhancing overall operational efficiencies and corporate social responsibility initiatives by deploying technologies and processes to reduce their environmental and energy impact via verifiable and documented means.”
Say Whaaat?
What does this sentence actually mean? While engineers or scientists may share a similar communication and learning style, they still want their problem solved. When writing technical copy, try rewriting industry jargon, or favorite buzz words, with benefit-rich copy.
There are two rules of thumb when writing copy: (1) resolve a problem and (2) calm a fear. In business, and in life, fear is a great motivator.
