How to create clear B2B messaging (Drunk test vs Caveman test)
“Is your product simple enough that a caveman can understand”
Is the wrong test for your B2B messaging.
Unless you’re selling to cavemen...
Maybe it makes sense for consumer products.
But not in vertical software or AI. Not in industry-specific services.
Because you’re not selling to everyone.
You can’t expect everyone to understand what you do. And you SHOULDN’T try to optimize for everyone. That’s pointless and makes your message muddy.
Instead, use the Drunk Buyer Test (trademark pending)
Imagine a (bit) drunk prospect reading or hearing your marketing stuff. How simple is it to understand the value given their context?
Even better - how easy it is to REMEMBER it?
The more they can associate your product with a specific work they’re doing and results they want - the better.
Whether you’re targeting industries, roles, jobs-to-be-done, or multiple of these (which often makes things easier) - do your words actually resonate with the target persona?
Do you use THEIR language and words?
Does the message remains simple enough to understand even when they’re in a more relaxed state of mind?
Common messaging advice is to not use jargons. Well, using them sparingly can make you look more professional and native to the segment you’re targeting.
Traditional checklist still applies. Ask yourself if these parts of your messaging are clear:
- What you do
- How it helps the buyer or end user
- What they need to do next
Good messaging reduces the amount of thinking required to make a decision and take the next step.
For majority of your social content, copy, ads, it’s wise to omit technical details and features. Move them a bit further down the customer journey.
But don’t try to sell to cavemen. Preserve your brand, positioning, and professionalism.
Need help with your B2B messaging and marketing? Book a free consulting.