Are B2B texts boring?
There’s no need for that!
Let’s be honest: why do three-quarters of B2B professionals write as if they’re sitting in a dusty 1980s office building? That endless “Dear Sir/Madam,” jargon that nobody understands, and sentences that go on forever. Come on, it’s 2025. Time to wake up.
Gen Zers aren’t teenagers anymore. They’re adults, working full-time, and making business decisions just like anyone else. Millennials? They’re at least 29. They don’t buy avocado toast anymore; they send invoices and negotiate multi-million-dollar budgets. This is your audience. And they really aren’t interested in formal nonsense.
Why make things difficult?
There’s a misconception that B2B has to be serious and formal. After all, you’re not selling sneakers, but services or products that might cost thousands. So it has to sound “professional.” Right? Wrong!
Or rather, let me clarify: of course you want to sound professional. But you don’t do that by using jargon, endlessly long sentences, and difficult words.
Research even shows that when you use difficult words, you don’t come across as smarter, but actually dumber. People assume you have something to hide and are trying to compensate. And that makes sense. Why say you’re “aiming for a synergistic collaboration” when you can simply say you enjoy working together? It sounds a lot more honest and credible.
And let’s talk about B1 language level. Most people—yes, even your highly educated target audience—understand texts faster when you write them at the B1 level. Short. Powerful. To the point. Not sure if your text is at that level? Check it out at www.ishetb1.nl. It’ll take you five seconds.
See, this is much easier to read
Here’s a quick example to illustrate what I mean. Suppose you have a text explaining what your product does. This is how it often sounds in the B2B world:
“Our advanced software solution enables companies to optimize business processes through integrated AI functionalities. This allows for increased efficiency across a wide range of operational areas.”
Excuse me? What did that say again? Honestly, this reads much better:
“With our software, you work smarter and faster thanks to AI. This saves you time and lets you do more with less effort.”
See the difference? The first example makes you scratch your head. The second one you get right away. And that’s what you want: for your reader to understand it in one go. Because let’s be honest: no one wants to read the same sentence three times.
The Big Misunderstanding
So why do we still write in such a complicated way? Simple: we think that’s how it’s supposed to be. That you’ll be taken more seriously if you use industry jargon. But B2B isn’t that different from B2C. In B2B, too, you make decisions based on gut feeling. You want to know: Can I trust this company? Do they understand my problem? And you achieve that feeling by writing clearly, humanely, and sympathetically. Not with sentences that make you think three times.
Imagine this: you’re looking for a B2B agency to handle your marketing.
Company A writes:
“Our innovative marketing strategies are designed to optimize your market penetration and maximize customer retention through data-driven insights and an omnichannel approach.”
Company B says:
“We’d love to help you with your marketing. We take care of everything for you. With a smart strategy and data that works, we’ll bring you more customers and boost your revenue.”
Who do you choose? I know who I’d pick.
B2B can be fun, too
Besides, why does B2B have to be boring? It’s complicated enough as it is. Your target audience often has mountains of information to process. Give them something that stands out. Something that’s easy to read, but also fun to read. Don’t be afraid to crack a joke. Or write the way you talk. Seriously, you can do it.
Conclusion: It's time for a change
So, dear writer: stop overcomplicating things. Keep it simple. Use B1-level language. Write the way you speak. And forget about using “u.” Write for people. Because, after all, they’re your customers.
Still have doubts? Check your text for jargon. Have a Gen Z’er read it. Or just go wild at www.ishetb1.nl. Your target audience will thank you.
