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The Abstraction Trap
Many businesses drift away from the words buyers actually use. Over time, simple copy fills up with vague terms, jargon, and language that sounds big but says very little.
If buyers do not get it, they cannot buy it. And most will not ask for help. They will just go quiet.
What Is the Abstraction Trap?
The Abstraction Trap is when your copy gets so vague that buyers cannot picture what you do. Businesses fall into it because fuzzy language can sound clever inside the team. But buyers are not judging the words. They are trying to work out what changes for them and whether the result feels real.
Phrases like “end-to-end strategic enablement” or “holistic innovation ecosystem” tell the buyer almost nothing. But many businesses confuse sounding fancy with sounding clear. And that is a costly mix-up.
How Does the Abstraction Trap Work?
Vague language puts distance between the buyer and the outcome. The harder a buyer has to work to grasp something, the less sure they feel about buying it. So clear copy is not just good writing. It is a sales tool.
Vague language also creates a false sense of progress inside the business. Teams feel like they are saying something smart because the words sound big. But the buyer is quietly trying to work out what the business actually does. That gap kills more sales than most people think.
How Can You Avoid the Abstraction Trap?
The fix is simpler words, clearer outcomes, and plain English. Good copy helps buyers picture something real. So instead of describing what you are, describe what you do and what the buyer gets as a result.
Use concrete language
Concrete language helps buyers see the result. For example, compare “We improve workflows” with “We cut admin time by automating repeat tasks.” One sounds like a brochure. The other sounds real. Buyers connect with real. So wherever you can swap a vague phrase for a plain one, do it.
Explain what actually happens
Many businesses explain their method instead of what the buyer gets. But buyers want to know the outcome, not decode a framework. So be direct. Say what happens, who it helps, and what changes. Big words often hide weak ideas – and buyers can usually feel that.
When the Abstraction Trap Becomes Dangerous
It is most dangerous in sales calls, websites, and proposals – anywhere clarity drives action. For example, complex B2B services, tech firms, and AI businesses are all at high risk. And the more complex the subject, the more plain language matters. Because confused buyers do not buy.
When Abstraction Can Sometimes Help
Some vague language can help when framing a big idea. However, the problem starts when it takes the place of a real explanation. If buyers cannot picture the result, trust drops fast. So use broad language to open the door – but always follow it with something concrete.
Common Abstraction Trap Mistakes
The most common mistake is thinking complex words mean smart thinking. Big language can look good inside the business while meaning nothing outside it. However, the two things are very different.
Trying to sound clever
Many businesses use big words because they want to sound high end or cutting edge. But buyers tend to trust businesses more when they speak plainly. So clear is not dumbing down. It is a sign of confidence. Be clear, not clever.
Using internal language externally
Another common mistake is using terms that make sense inside the business but mean nothing to buyers. Your team hears your language every day. Buyers do not. So that gap creates confusion fast – and most buyers will not flag it. They will just move on.
The Abstraction Trap – An Example
A firm describes itself as delivering “end-to-end transformational strategic enablement solutions for scaling organisations.” The buyer has no idea what that means. So the firm rewrites it as “We help growing businesses cut repeat admin work so teams can focus on higher value tasks.”
The second version works because buyers can see what happens and why it matters. Same business. Clearer message. Very different result.
Sarson’s are a great example of the same problem. They use the word “enrich” in their ads. But none of their buyers have ever said “I just need to enrich my chips with some vinegar.” It is internal language dressed up as a tagline.
See also:
- 60+ ways to LOSE the sale
- The Granularity Problem
- The False Consensus Effect
- Recomplicate
- Buyer Language
