About two years ago B2B ad agency Eric Mower and Associates (EMA) launched a smart trade ad campaign.
One ad showed a guy who is out cold during a business presentation. The headline read, “Is it really necessary to sit through 220 PowerPoint slides?”
The body copy said, “There’s a difference between talking to people and talking at them.” And: “Real communication doesn’t ‘leverage information against a target demographic.’ It speaks to real people about real problems ….”
EMA dramatized what seems obvious but is often absent in business communications: Simple beats convoluted. Conversational language beats jargon. And, even in B2B, emotion often beats (or at least equals) logic.
EMA’s tagline was “talk human.” It’s advice worth leveraging, er, following.