So many businesses send communications that are full of management buzzwords, jargon and completebullshit. It's like Gus Hedges is running corporate communications...
99% of Business to Business contacts I see are PURE bullshit. Its like many businesses seem to think that other businesses only appreciate selling on an absolute blatant hard-sell level.
A perfect example is investment ads. They always look and sounds ibloodydentical (not a new apple product..).
Jeez. Business people are just like normal people but much harder worked. The very LAST thing they want is to use a dictionary to translate your shitty cold-call email for a service they probably dont need or are already getting for less money than you charge (because all your jargon filled emails make your company think it is better than anybody else).
I write for over 15,000 small business people and they always go for the simply written, easy to digest things.
Make it simple and they spend more time thinking about whether they need your product instead of spending time trying to understand your wording.