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.”
For years, I’ve advocated for the power of plain language – clear, concise communication that first-time readers can understand without breaking a mental sweat.
Clear health care content can make the difference between life and death for patients. But patients aren’t the only readers who prefer plain language. We set out to prove that hypothesis and see how plain language content impacts the B2B sales process.
Read what the study found, including data-driven takeaways to help you create plain-language content.
Proving the value of plain language
We surveyed B2B health care professionals to understand their feelings about B2B health care sales and marketing materials. We didn’t use the term “plain language” so as not to sway respondents.
The research consisted of three tests. Each included an example of B2B content found “in the wild” and a revised, plain-language version. The options were unlabeled and randomized. Respondents didn’t know which version was the original.
After seeing each version, the B2B marketer responded to a series of questions, including:
- How easy or difficult is this description to understand?
- Do you consider the description to be wordy or concise?
- Do you consider the description to be formal or conversational?
- If you were looking for this type of product, how likely would you be to take a specific action?
Lastly, respondents shared which version they preferred and why.
Eighty percent of the surveyed B2B health care decision-makers preferred the content written in plain language. But that’s not all.
Plain language incites action
Respondents also were more likely to respond to the call to action after reading text written in plain language.
In this example, both versions direct readers to request a demo of telehealth software:
The original version starts with the headline, Virtual Care Management, followed by this text: “Our technology is a white-label, HIPAA-compliant software platform integrated with all of the features and functions needed to practice any form of physical or behavioral medicine suitable for virtual or hybrid care. The platform’s single, intuitive interface enables an efficient, effective, easy-to-use virtual visit for your patients and your providers.”
Read More at Content Marketing Institute