Writing Clear Messages for Customer Communication

Dental practices and DSOs often don’t end up choosing the most feature-packed product. They choose the one they can grasp quickest. As a former private equity-backed DSO operator, I’ve sat through demos where sophisticated solutions packed with features lost out to simpler tools that clearly communicated their main benefit within the first few minutes. The reason is simple: in busy clinics and dental support organizations, attention and time are precious. Simplicity matters more than ever. People have a natural bias toward minimal cognitive load. They prefer solutions that require less mental effort. In fact, studies suggest our attention spans for new content are now measured in seconds, not minutes. If your pitch or presentation doesn’t nail its core value proposition almost immediately, you’ll lose the audience. In healthcare settings especially, this is magnified: a practice manager juggling schedules and billing won’t wade through jargon to find your product’s payoff. 👇 5 Clear Messaging Strategies: 1️⃣ Lead with one compelling benefit of your product, not a laundry list of features. 2️⃣ Use terms and analogies that resonate with dentists, office staff and DSO regional managers – no tech jargon. 3️⃣ Use short demo videos, screenshots or live tours to illustrate how the product works in practice. 4️⃣ Before a big sales meeting, explain your solution to someone unfamiliar with the product. If they’re confused, refine the message. 5️⃣ Provide a quick-start guide or walkthrough so new users experience a win in the first few minutes. When your sales materials and onboarding emphasize clarity, adoption follows. An easy-to-understand product reduces training time and builds early champions in a practice or DSO. Conversely, even the best features can stall adoption if no one “gets it” right away. Remember: a great feature won’t sell itself if the buyer can’t see its relevance in the first minute. Invest upfront in sharpening your messaging and simplifying the customer journey. 💬 What tips or stories do you have about turning complexity into clarity in healthcare or B2B sales? #Healthcare #DSO #Dental #ProductMarketing #Strategy

Let me break down how I would ditch the technical jargon and create a B2B message that means something to your audience: Many companies fall into the trap of self-centered communication that talks about features and functionalities in their brand messaging. But this just leaves your customers feeling unheard. Your audience has little interest in a love letter to your product. They want solutions to their problems and a brand that understands their unique challenges. Here’s how you can do this: > Make It About Them Stop talking about your "thousand different SKUs" or your " technology."  These details might be important to you, but they're not what keeps your customers up at night. Instead, focus on the problems your customers face.  Are they worried about returns from unhappy homeowners? Is tight project turnaround a constant source of stress?  Identify their pain points and position yourself as the solution. For example, Sherwin-Williams understands that B2B customers aren't just buying paint. They’re buying solutions. Contractors, architects, and designers face a mountain of challenges, and Sherwin-Williams doesn't focus on the technical strength of their products.  They dive deep into the anxieties of their customer. Imagine a contractor facing a tight deadline. Sure, Sherwin-Williams' paints have superior durability and finish, but their message here highlights how their quick-drying formula makes for timely project completion. > Speak Their Language Technical jargon is great if you’re trying to impress your engineers, but it alienates your customers. I’d avoid industry-specific terms and acronyms and replace them with clear, concise language your target audience understands. I like to do this for our clients by imagining we’re having a conversation with a potential customer over coffee.  What words would I use to explain our value proposition? Then, I’ll mimic that same natural and conversational tone in the messaging. > Building Trust B2B marketing doesn't have to be sterile or impersonal. People do business with people they trust, so your messaging should have a human touch. You want to show your audience that you understand their challenges and frustrations. Once you’ve taken the initiative to accept their emotions, you can position your brand as a partner, not just another vendor trying to sell something. What is the key to crafting messaging that resonates? Speak the customer’s language, not yours. Focus on the problems that keep them up at night, and position yourself as the trusted partner with the answers. Think of it as a conversation over coffee – ditch the jargon, show empathy for their challenges, and demonstrate how your offer helps them.  By prioritizing value over vanity, clear communication over industry speak, and trust-building through informative content, you'll create a B2B message that cuts through the noise and is heard by the people who matter most – your customers. #b2bmarketing

Want to see the exact process I use for messaging? No? Oh well, I am going to share anyways. If you want to write great messaging, you need to answer two questions first: 1. Do you understand the customer? 2. Have you discovered the most compelling way to express your point You don't need to follow a boring messaging template to get there. You just need to develop a process for answering those questions. Here's my step-by-step messaging process: 1️⃣ Start listening ➖Have chats with 5-7 customers ➖Record the exact words describing their problems ➖Note when their tone changes or they get animated ➖Capture screenshots of their current solutions or workarounds 2️⃣ Experience what they do ➖Use your product for half a day ➖Document your honest reactions ➖Use competing products to identify differences 3️⃣ Test ➖Create headlines using customer language, not marketing-speak ➖Ask salespeople which messages they'd use in conversation ➖Record yourself explaining the product different ways ➖Share recordings to see which explanations resonate 4️⃣ Write story ➖Start with the customer problem in their exact words ➖Develop analogies that connect your product to familiar concepts ➖Create before/after scenarios that feel real 5️⃣ Adapt ➖Tailor your core narrative for different channels without diluting ➖Develop a messaging hierarchy with what to lead with in different contexts ➖Create conversational responses to likely questions or objections ➖Create a message evolution plan for changes post-launch

Copywriters: Before you write a single word of copy, make sure you're crystal clear on these 5 crucial questions: This will help ensure your message is clear, compelling, and effective. 1. What is the offer? Clearly define what you are promoting. Is it a product, service, event, or something else? Understand every detail of the offer to communicate its value accurately. 2. Who is the target audience? Identify who you are speaking to. What are their demographics, interests, pain points, and desires? Tailoring your message to resonate with your specific audience is key to capturing their attention. 3. Why should they care? Highlight the benefits and value propositions. Why is this offer relevant to them? How will it solve their problems or enhance their lives? Establishing a strong connection between the offer and the audience's needs is critical. 4. How can they get it? Provide clear and concise instructions on the steps they need to take to get the offer. Whether it's making a purchase, signing up, or any other action, ensure the process is straightforward and easy to follow. 5. How does it work? Explain the mechanics of the offer. How will the product or service be delivered? What can the audience expect after they engage with the offer? Transparency builds trust and reduces any potential friction in the decision-making process. --- Your ability to address these questions throughout your copy will make a HUGE difference in its reception and performance.