Why Complex B2B Topics Demand Simpler Writing
B2B professional services firms often make the same mistake with their content. It’s an understandable one, but it leads to confusion and missed opportunities.
People assume complex topics need complex writing. They write long sentences and use jargon in their proposals, white papers, and technical documents. They think that fancy language shows expertise.
But research shows that writing which is harder to understand is less, not more, effective.
Psychologist Daniel Oppenheimer conducted a study to test whether using complex language makes writing seem more impressive. He took six Stanford application essays and swapped out nouns, verbs, and adjectives for longer synonyms. Participants rated these more complex versions on readability and the likelihood of admission.
The results showed that complex writing reduced perceived intelligence and credibility. In his amusingly named 2005 paper, "Consequences of Erudite Vernacular Utilized Irrespective of Necessity: Problems with Using Long Words Needlessly" for the Journal of Applied Cognitive Psychology, Oppenheimer concluded simpler is better.
This is true beyond academia:
80% of buyers in healthcare preferred plain language marketing materials. 68% of respondents said they would likely reach out for more information after reading a simpler version. In contrast, only 35% showed interest after the complex version.
72% of readers preferred corporate disclosure documents written in plain language. Reading speeds improved by 50% over non-plain text, and message retention rose by 41%.
A three-year study by GE Aviation reported in Harvard Business Review showed that using plain-language contracts cut negotiation time by 60% compared to traditional legalese. The new contracts got great customer feedback and general counsel noted that “there hasn’t been a single customer dispute over the wording of a plain-language contract.”
If educated professionals prefer simple writing, and complex content causes friction and confusion, why do we keep making things complicated?
We should be making it easier, not harder, for readers to engage, process, and act.
The Science Behind the Need For Simplicity
Cognitive Load Theory (CLT), developed by John Sweller in the 1980s, explains how we process new information. It shows that human brains have a limited capacity for processing new information. No matter how intelligent your audience is, they can only handle so much at once. When you overload a person’s working memory, they stop understanding and start skimming—or disengage.
CLT identifies three types of cognitive load:
Intrinsic Load: The difficulty of the topic itself. Some concepts are complex by nature, but effective structuring makes them easier to grasp.
Extraneous Load: The unnecessary burden created by poor communication. Long sentences, jargon, and dense paragraphs add mental work without adding value.
Germane Load: The productive mental work that leads to learning, understanding, and decision-making. It helps people link new information to what they already know. So, it should be improved, not cut down.
In other words, if your topic is complex, complicated writing makes it harder to understand your message. Your buyers are juggling priorities, weighing up competing information, and facing tight deadlines. If you want to hold their attention, make clarity your priority.
Use Structure to Manage Intrinsic Load
When dealing with complex topics, structure is everything. It provides the conceptual scaffolding on which you can build your argument.
Breaking down information into smaller parts helps with understanding. Presenting it in a clear order also makes it easier to process. Thinking about your structure also helps you, the writer, clarify your message. Then, you can communicate it more effectively.
When planning your article, consider the following:
Sequencing: Organise information logically. Start with basic concepts and then move to advanced ones.
Chunking: Break complex information into smaller, manageable units to avoid overwhelming working memory.
Clear Transitions: Use clear signposts, like subheadings, to guide readers through complex ideas.
Scannability: Use elements like subheadings and bulletpoints to help readers to scan through documents more easily.
Highlighting Key Insights: Decide where to emphasise key points to guide attention and make ideas easier to grasp.
Using AI to Improve Structure
AI can assist in reorganising content, suggesting better headings, and ensuring logical progression. Tools like ChatGPT, Claude, and Microsoft Copilot can help by:
Suggesting clearer headings to improve scannability.
Rearranging sections for more logical flow.
Identifying areas where bullets, tables, or visuals would enhance clarity.
Before finalising a document’s outline and moving on to writing, try asking AI:
"Does this structure make sense for someone new to the topic?"
"What questions might a reader have at each stage of this article, and how can I address them?"
"How can I structure my subheadings to help readers navigate the article more easily?"
"Does the progression from problem to solution make sense, or should I rearrange the order?"
"Can you suggest areas where bullet points, tables, or visuals would improve clarity?"
Simplify to Minimise Extraneous Load
Unnecessary complexity creates friction. If a message can be expressed in simpler terms without losing meaning, it should be. This means:
Using short, direct sentences.
Writing in an active voice.
Replacing jargon with clear alternatives.
Maintaining consistent terminology.
Eliminating redundant explanations.
Measure Complexity with Readability Tests
The Flesch-Kincaid readability tests were first created for the US Navy. They measure how complex your writing is and help make sure important documents are easy to read for people with different education levels.
Flesch Reading Ease Score: Ranges from 0 to 100, with higher scores indicating an easier read.
Flesch-Kincaid Grade Level: Estimates the level of education needed to understand the text.
Tools like Microsoft Word, Hemingway Editor, Grammarly, SEMRush, and ProWritingAid can assess readability by flagging:
Long, complex sentences that should be broken down.
Unnecessary jargon or technical terms.
Passive voice constructions.
Wordiness that adds cognitive load.
Before publishing a proposal, blog post, or report, check its readability. Aim for a reading ease score of 60-70 or a grade level of 8-10 for general business content.
Use AI to Rewrite for Clarity
If your writing is too complex, AI tools like ChatGPT, Claude, and Microsoft Copilot can suggest clearer alternatives. Hemingway Editor and ProWritingAid also offer one-click simplification.
If a tool flags a sentence or section as hard to read, try asking AI:
“Rewrite this targeting a Flesch Reading Ease score of 60-70 while keeping the meaning intact.”
Or:
“Simplify this to lower its Flesch-Kincaid grade level to 8-10, ensuring clarity and keeping it professional."
For more targeted improvements, use prompts like:
To break down long sentences: “Rewrite this in two or three shorter sentences for better clarity.”
To remove jargon and simplify technical language: "Find terms that might confuse someone who isn’t familiar with the technical details. Rewrite to make it easier for a non-expert.”
To convert passive voice into active voice: “Reword this paragraph using active voice to make it more direct.”
To refine conciseness and remove fluff: “Cut unnecessary words from this section while keeping the meaning intact.”
To format information for better scannability: “Reformat this paragraph using bullet points for easier reading.”
Use AI to Adjust Tone and Style
Different audiences—and different contexts—need different levels of complexity, formality, and detail. The same core message can be adapted for a deep-dive article, a social media post, or a podcast script. AI can help refine your writing to fit the right format by:
Adjusting tone (formal, conversational, persuasive, authoritative, friendly).
Adapting content for different stakeholders (technical specialists, executives, general audiences).
Ensuring consistency in voice, terminology, and style across multiple pieces.
Tailoring content for different platforms (long-form articles, social media snippets, newsletters, podcast scripts).
Next time you’re writing, try these AI prompts:
Audience Adjustments:
To simplify for a general audience: “Rewrite this so it’s clear and engaging for a non-technical reader while keeping it professional.”
To make content more concise for decision-makers: “Simplify this paragraph for a time-pressed executive, focusing only on key takeaways.”
To make it more persuasive: “Strengthen the persuasive tone of this section while keeping it concise and credible.”
To match industry-specific expectations: “Adapt this section for an audience of [job title] while keeping it accessible to general readers.”
To increase formality for professional or academic contexts: “Make this section more formal and suited for a professional report.”
Adapting Content for Different Formats:
To repurpose long-form content for social media: “Condense this article into a LinkedIn post with a compelling hook and clear key takeaway.”
To adapt an article for a podcast or video script: “Convert this into a conversational script for a podcast episode, making it sound more natural when spoken.”
To turn key insights into an email or newsletter: “Summarise this article into a 200-word email for a busy audience, focusing on the most actionable insights.”
A Note on AI and Good Judgement
AI is powerful, but it’s also infamous for its injudicious use of language. While it can help simplify, refine, and adapt content, it can just as easily introduce vagueness, unnecessary words, weakeners, and even misleading phrasing.
Using AI requires good judgement, not blind trust. Always check AI suggestions carefully. Make sure they improve clarity without changing the meaning or losing important details. AI is a tool, not a substitute for human expertise.
Optimise Germane Load for Retention
Once you’ve minimised unnecessary complexity, focus on reinforcing key ideas to make them memorable and actionable.
Use Analogies: Connect new concepts to familiar ideas to make abstract topics tangible.
Use Case Studies: Real-world examples make concepts more relatable and easier to retain.
Link Ideas to Business Outcomes: Show decision-makers the direct relevance of your insights.
Include Visual Aids: Diagrams, charts, and infographics help reinforce key messages through dual processing (combining text and visuals).
Reinforce Key Concepts: Repeat critical ideas across longer documents to strengthen recall.
Encourage Active Thinking: Use prompts like “How does this apply to your business?” to drive engagement.
Use AI to Strengthen Understanding and Recall
AI can help structure and present information in ways that make it easier to understand, recall, and apply. Here’s how:
Generate Analogies for Complex Concepts: “Explain this concept using an analogy a business leader would understand.”
Create Custom Case Studies: “Using the information provided, develop a short case study showing how this principle applies to a professional services firm.”
Encourage Active Thinking and Engagement: “Suggest three reflection questions to help readers apply this concept to their business.”
Summarise Key Takeaways: “Summarise this report into a concise executive summary with the top three insights in bullet points.”
Enhance Key Concept Reinforcement: “Identify the central thesis of this document and suggest ways to reinforce it throughout.”
Simplicity Wins Deals—Complexity Loses Them
Complex writing doesn’t signal expertise—it creates barriers. If your buyers have to work to understand you, they won’t. In professional services, where trust drives decisions, making your content harder to understand puts people off, slows decision-making, and costs you business.
The research is clear: simple writing is more persuasive, more memorable, and more effective at driving action. Your buyers—whether time-pressed executives or technical specialists—need clear, direct insights, not dense jargon.
As Einstein (supposedly) put it: "If you can't explain it simply, you don't understand it well enough." The same applies to B2B writing if you want people to believe in your expertise and understand your message.
So before you hit publish, ask yourself: Is this the easiest way to say it? If not, simplify. Because the firms that communicate with clarity don’t just get read—they get results.
When words work smarter, expertise speaks louder. 1827 Marketing crafts content that clients actually understand—and act on. Let’s talk.