Open your LinkedIn feed.
I have something to share that’s been bugging for me most of my adult life.
Why do B2B marketers run ads that are utterly boring?
Here’s why I think it happens.
You don’t know any better.
No one ever told that all business is human to human, so you take it too seriously.
You have to make sure it sounds professional.
You have to use impressive sounding words.
You can have to keep it ultra rational.
Except that doesn’t work.
It never has and never will.
Humans aren’t rational.
We’re emotional beings having a rational delusion.
So, time to fix your boring ads. Oh, and if it’s not you, then you know someone who needs help.
Here’s simple things you can do today to move in the right direction.
- Never, ever, ever, ever use the world elevate.
- Never ever use big words.
- Never ever use lots of long sentences.
- Never ever use passive voice.
- Never ever use industry jargon and acronyms.
- Never assume someone knows what you know.
- Never assume someone knows what the next step is.
- Never assume someone knows why they should act now instead of later (never comes by the way).
In simple terms remember it’s another human consuming your ads and there are many better things they could be doing. And will do if you keep boring them to death.
If you want to dominate your industry, why wouldn’t you, then run interesting ads.
Don’t worry about what anyone thinks of them unless they are someone who can pay you money. In other words, potential clients. Every other opinion doesn’t matter.
