Here’s a list of things that sap the power from business-to-business communications. We compiled it from users of the site. Unfortunately, it’s based on things they typically see in ineffective business-to-business creative.

Our friends at Starch (the readership research folks) have used their quantitative readership scores to get a more definitive handle on this subject as well. And they’ve identified three overriding things that are wrong with business-to-business communications.

We’ve hidden those three things in our longer list.

See if you can spot them. Just click on the three (only three, please) you think Starch identified in their research. If you’re right, you’ll see their explanation.

If you’re wrong, you'll have another chance. Either way, we think this big list of no-nos is a pretty good way to evaluate the creative that comes across your desk.

What’s wrong with business-to-business communications? (check 3)

	Tries to say too much or show too many things, so the message gets lost.
	Contains expected stock photographs of office environments complete with multi-ethnic groups of corporate stiffs.
	Full of company chest pounding. (We call them corporate belches.) Companies are obsessed with talking about themselves and how great they are.
	Doesn't address the needs, concerns, problems or questions of the audience.
	Lacks visual interest. An abundance of unvarnished facts, figures and specs that are not put in a human context.
	Uses irrelevant borrowed interest.
	Campaign executions don't look like they came from the same company.
	Talking more about their company, product and services than what the audience would gain from them.
	Too safe. They don't take any creative risks to stand out.
	Talks down to the audience.
	Too much business speak, jargon and acronyms.
	Poor production values, weak layouts and bad photography.
	Lack of human interest, emotion or passion.