Why has clarity become a key differentiator?
B2B decision-makers are flooded with content: websites, presentations, emails, white papers… The result? Few offers stand out.
Many companies believe that being more technical and more detailed makes them more convincing. The reality is quite the opposite.
In reality, the more complex is your message, the quicker it’s forgotten.
On average, people retain about 10% of what they read, 20% of what they hear, and only 30% of what they see (source: Edgar Dale, Cone of Experience).
How to make sure the right message comes through?
In a context where time and attention are limited, clarity is what makes your message stick.
It requires discipline, a deep understanding of your prospects’ challenges and ambitions, and the ability to prioritize your messages effectively.
You can invest heavily in SEM, rank well in search engines, and benefit from high-performance prospecting programs — none of this will work if you don’t clearly answer these three questions:
- What exactly are you offering?
- How will this actually help me?
- Why should I trust you?
One vague answer to any of these, and it’s over. Period, and you won’t get a second chance.
Surprisingly, few companies manage to answer these clearly, meaningfully, and consistently.
Here are some actions to bring more clarity to your communication:
- Revisit your key messages: can you explain your value proposition in one simple sentence?
- Simplify your visuals, PowerPoint presentations, and web pages: every element should enhance understanding, not add confusion.
- Be ruthless in filtering information: not everything needs to be said. All the time.
- Test your content with non-specialists: if they understand it, your prospects will too.
In conclusion
In a reality where messages blend together and multiply endlessly, clarity is the ultimate differentiator. It captures attention and builds trust, making you impossible to ignore.
