Why meaningless fluff and hyperbole are bad for B2B content

Exaggerated claims and meaningless statements like 'delighted to say' may work for consumer copywriting, but when it comes to B2B content, hyperbole and embellishment don't work.

A recent post in my LinkedIn feed from a company said it was 'thrilled to announce' that they'd built something.

Oh, wow, exciting stuff. But then, when I read further, the company had built something that is part of its day-to-day offering. This was nothing new. It was such a letdown. And that's what your B2B customers will feel when they read something more clickbait than informative or interesting.

The hazards of over-the-top language

While you may think 'exciting,' 'amazing', and 'groundbreaking' grab attention or distinguish your product or service from the competition, they can have a detrimental effect. People are bored with hyperbole and meaningless words. They treat what's being said with scepticism. Using exaggerated claims and superlatives in your copy undermines its credibility and, ultimately, its effectiveness.

Exaggerated language may work in some contexts, but it can backfire when it comes to B2B copywriting.

It erodes trust

Your B2B audience is looking for credible information to help them make a decision. If your copy is filled with exaggerated hype or superlatives, it will appear less objective and trustworthy. Your potential customer wants accurate information to make an informed decision; hyperbole can create doubt about the authenticity of your claims.

Phrases like 'the best generator on the market' or 'unmatched performance' are difficult to substantiate, while 'excited to announce' may seem insincere. Savvy people will see right through these.

Loss of credibility

Your audience is typically well-informed and discerning. When your copy makes grandiose statements that seem too good to be true, it can undermine the credibility of your entire message.

Instead of being seen as a reliable source or an authority on a subject, your brand may seem to be engaging in flashy marketing tactics, which can be a turn-off to a B2B audience.

Substance over style

Your B2B copy should focus on facts, data and details. Flowery language and dramatic descriptions may work in a consumer magazine, but they have no place in a B2B whitepaper or product description.

People care more about accuracy and usefulness than lively, attention-grabbing writing filled with hype and overstatement. So try to keep your copy straightforward and fact-based.

Emotional manipulation

Consumer advertising relies on sensationalism and words and phrases to evoke emotions like excitement or fear. In the B2B landscape, emotion does work to an extent, but it needs to be aroused subtly, as your audience will make a decision based primarily on logic.

So, don't try to manipulate your target customers with over-the-top language. Stick to clear, reasoned arguments supported by facts.

What hyperbole should you avoid?

Here are a few examples of exaggerated phrases and words best avoided in your B2B copy.

Revolutionary, groundbreaking, cutting-edge – I must start with my biggest pet hates! Sadly, these words are everywhere, particularly in social posts, emails, and product and landing pages. These may seem dramatic, but they're vague and overused. While it's natural for you to want your product or service to stand out, words such as 'revolutionary' are an overstatement.

Focus on what explicitly makes your product or service stand out or innovations that set it apart without resorting to exaggerated language.

The best, most powerful, unmatched – Claiming your product is 'unmatched' will only raise eyebrows. You will lose credibility when you make unqualified, hyperbolical claims.

So, instead of making sweeping statements, use measurable details and highlight the unique strengths of your product or service. Provide evidence such as testimonials and case studies to support your claims and let your audience decide if your solution addresses their specific needs.

Easy, simple, effortless – While these are popular terms, and your audience may be looking for ease of use, remember that what's easy for one person may not be for another. So, instead, you could say 'user-friendly' or 'intuitive' to convey the benefits of your product or solution.

And a few suggestions on eliminating meaningless fluff

Excited – while it's natural to feel excited about your product or service, the word is overused, and some may see it as unprofessional. Instead of generic excitement, talk about specific features or advancements that genuinely differentiate your offering.

Thrilled – similar to 'excited,' being 'thrilled' may be perceived as overly subjective. Instead, focus on concrete benefits and outcomes that align with your audience's needs.

Amazing – describing your product or service as 'amazing' without substantiating the claim will probably fall flat. Showcase specific attributes, accomplishments or customer success stories to show the value of your offering.

Exciting news – how often have you read an announcement that starts with this? Labelling something as 'exciting' without context will be seen as pure fluff. Clearly state the significance of the news and how it positively impacts your audience.

Substance over exaggeration

Using hyperbole and exaggerated guff to try and spice up your B2B copywriting can be a slippery slope. Instead of relying on excessive claims, focus on clear, concise, credible messaging.

Your audience appreciates honesty, transparency, and information that helps them make informed decisions. So avoid extravagant adjectives and superlative claims; use clear, logical, fact-based copywriting instead.

Choosing your words carefully, maintaining professionalism and focusing on substance can build trust and enhance your brand's credibility.

B2B content doesn't have to be boring. If you don't have time to write engaging copy that speaks to your audience without exaggeration or fluff, get in touch. I can help with content and copywriting, editing and ideas. So let's talk; I'm here to help you.

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