Ditch the B2B jargon. Do this instead.

You know when you open your mouth and your mother comes out?

And it’s always the things you swore you’d never say to your own children, like:

“Because I said so.”

“Don’t make me count to three…”

“No, you can’t have ice-cream for breakfast.”

So, it wasn’t my finest parenting moment when my four-year-old first told me to “stop my kak”. (Although, in my defence, that one is on her dad.)

Or when she mutters, “This fucking door”, when the-door-that-won’t-stay-closed swings open again. That one’s on me.

But I’d be lying if I said I wasn’t a proud mother hen.

Yes, I know you’re judging me.

No, we probably won’t stop swearing when she’s around. Why? Because they’re descriptive, they’re fun as fuck to say, and they get the point across effectively and concisely.

And because “Gosh, darnnit” just isn’t going to cut it when you stand on Barbie paraphernalia at 2am.

My point is this: Words are powerful. They grab attention, especially when the right ones are used unexpectedly — but at the perfect moment.

Now, I’m not saying you should drop a few f-bombs into your tech B2B marketing toolkit — although I’m all for it.

What I am suggesting though — begging, actually — is that you stop using the words that everyone else uses to describe your tech B2B product, service, or approach.

Words like:

  • Innovative
  • Agile
  • Customer-centric
  • Data-driven
  • Disruptive
  • Problem-solvers
  • Optimising
  • Maximising
  • Transforming
  • Efficiency
  • Productivity
  • Collaboration
  • Best-of-breed

I could go on for days, but I’ll spare us the misery.

These words have been used ad nauseum. They’re vague, they have little impact, they’re mostly meaningless, and they have no thumb-stopping power.

Using all the buzzwords because you think it’s what your target audience is looking for, is a sure-fire way to drown in a sea of sameness.

So, how do you grab your audience’s attention? And how do you keep it once you have it?

Stories give you an opportunity to use all the descriptive, impactful words that make you sound unlike anyone else. Words that convey empathy, authenticity, believability.

Stories are relatable. They create lasting impact and can be recalled when it matters most.

You might not have the words yet, but start by asking these questions and get specific about the details:

  • What makes you different? What’s your secret sauce? Your style? Your vibe?
  • What does your team excel at? What makes them awesome?
  • Who are your happiest customers and what are their stories?
  • Think about your ideal customer. What annoys the crap out of them in their everyday jobs?

What would you say to your customers if you couldn’t talk about your product or show them how it works? Resist the urge to talk about features and benefits. Trust me, everyone is saying the same thing, and no one cares.

Strategic storytelling is about connecting humans. It’s about having a strategy to engage your audience on a deeper, more personal level.

Even if you’re talking about products.

Even if you’re a tech B2B business.

At the end of the day, you’re selling to humans. And we’re emotional creatures. We want to relate with the brands we buy from. We want to recognise our personal values in your brand’s values. We want to know how you’re changing the world and how we can support your mission by supporting you.

Stories can do that.

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