In recent years, businesses have placed greater emphasis on sophisticated language rather than clear and straightforward communication when describing their products and services. While this approach may appear impressive, it often relies on abstract, jargon-heavy phrases that can make it difficult for customers to gain meaningful insights.
For instance, a company’s website may feature slogans such as: Innovate. Accelerate. Transform.
However, this raises questions—transform what? Into what?
Or perhaps:
Empowering businesses through cutting-edge solutions.
Which businesses? What solutions? How do they function?
For prospective clients and customers, this lack of clarity is both frustrating and counterproductive. Visitors to a company’s website or marketing materials seek specific information—what the company does, whom it serves, and why it matters. If these details are not immediately apparent, potential customers are likely to disengage and turn to a competitor that communicates its value proposition more effectively.
The Problem with Vague Messaging
The more complex or expensive a product or service is, the more abstract the description tends to be.
Consider the stark difference between companies offering simple products and those selling high-level enterprise solutions.
- If you go to a password management platform like 1Password, the message is also clear: “Save your passwords securely and log in faster.”
- If you visit the website of Zoom, the homepage tells you exactly what they offer: “One platform to connect.”
- If you look at Notion, they summarize their offering in one line: “The connected workspace for your docs, projects, and AI knowledge.”
But if you are researching B2B marketing automation software, cloud-based enterprise solutions, or business transformation consulting, you are likely to encounter something like this:
💬 Leverage AI-powered synergy to optimize engagement and unlock business potential.
This type of messaging is neither informative nor helpful. Instead of presenting clear value, it forces potential customers to decipher what is actually being offered.
Why Companies Use Vague Messaging
There are a few reasons why companies fall into the trap of overcomplicating their messaging:
- Aiming for a Sophisticated Image: Some companies believe that using industry buzzwords and intricate phrasing enhances their credibility. While professionalism is important, clarity is equally essential to ensure the message is easily understood.
- Demonstrating Expertise Through Industry Jargon: In technical fields, specialized terminology is sometimes necessary. However, striking the right balance between precision and accessibility is crucial. Customers appreciate clear communication that helps them quickly grasp key concepts.
- Encouraging Engagement Instead of Providing Immediate Answers: Some businesses prefer to use broad or aspirational language to spark curiosity and prompt potential customers to reach out for more details. While engagement is valuable, overly vague messaging may lead visitors to look elsewhere for clearer information.
The Cost of Confusion
This trend isn’t just annoying; it’s costly. For companies, it means lost opportunities. If potential customers can’t figure out what you do within seconds, they’ll move on to a competitor who can. For consumers, it means wasted time and frustration. And for society at large, it contributes to a culture of empty rhetoric, where style consistently trumps substance.
How to Fix This Problem
If you are responsible for your company’s website, marketing materials, or customer communications, ask yourself this critical question:
“If someone landed here with no prior knowledge, would they instantly understand what we do?”
If the answer is no, it’s time for a rewrite.
Here’s what effective messaging should include:
A Clear Explanation of What You Offer
- Avoid abstract phrases like “We drive business transformation through innovation.”
- Instead, be direct: “We provide CRM software for real estate agents.”
A Defined Target Audience
- Specify who your product or service is for.
- Example: “Marketing automation software for eCommerce businesses.”
A Compelling Reason to Care
- Explain the benefit in concrete terms.
- Example: “We help restaurants reduce food waste and increase profits through AI-powered order tracking.”
Key Takeaways for Improving Clarity in Business Messaging
- Avoid vague, catch-all phrases. Words like unlock, empower, optimize, and transform are frequently overused and rarely convey precise meaning.
- Eliminate unnecessary jargon. While technical language is sometimes necessary, it should not obscure the fundamental message.
- Clearly define the product or service. Ensure that a visitor can quickly understand what is being offered without additional effort.
- Use familiar, industry-relevant terms. Customers searching for a solution will look for specific keywords that describe their needs.
The Power of Simplicity
Consider some of the world’s most successful companies and how they describe their services:
- Dropbox: “Your files, anywhere.”
- Slack: “Be more productive at work with less effort.”
- Shopify: “The platform commerce is built on.”
Each of these descriptions is simple, clear, and immediately understandable. There is no unnecessary complexity, no vague promises—just direct, effective communication.
Final Thoughts
If your company provides a valuable product or service, make sure people understand it.
Customers don’t want to decipher cryptic phrases or navigate abstract concepts to figure out what you do. They want clarity, simplicity, and relevance.
If your message is clear, potential clients will engage. If it is convoluted and full of jargon, they will look elsewhere.
So before you hit publish on your website or marketing materials, ask yourself:
Would a potential customer immediately understand what we do?
If not, it’s time for a rewrite.