Just like Taylor Swift knowing which tracks will make Swifties swoon, the value in clear content seems obvious to B2B marketers. But it’s less obvious to your stakeholders (and clients), especially when marketing to a sophisticated audience.
You get accustomed to skepticism about plain language:
- “Shouldn’t we use the technical language our readers are used to?”
- “This feels too simple for an audience of professionals.”
- “Our readers are used to peer-reviewed journals … They aren’t the ‘skimming’ type.”
