However, there are other, more subtle ways it can be too technical. Here are my top five to check.

1. It explains how before it explains why.

You might have seen this: a report that dives straight into frameworks, integrations, or architecture diagrams before explaining what matters to the reader.

It might seem helpful because it provides a wealth of information on the topic. However, if readers have to wade through half a page before discovering why it matters to them, then they might miss it.

Show the business context. What does it mean for the company? Why is it important? Which area of their business is it most relevant to? What do they need to do?

2. It assumes shared knowledge.

Internal teams read content and nod: “Of course, they’ll know what XDR or ELT means.” But does your business audience know what they mean?

This is the ‘Curse of Knowledge’, meaning that you know a topic so well that it’s difficult to explain it to others, who don’t know as much as you do. There’s nothing wrong with this; you’ve built up that knowledge over a long period of time.

One way around this is to add a sentence that turns technical shorthand into a straightforward explanation: “XDR brings together data from across systems, so threats are spotted faster.”

Your reader now knows what XDR means and what it does.

3. It treats every detail as equally important.

When everything is important, nothing stands out.

What are the most important details your reader needs to help them make a decision? Put these first, then use the rest to add more depth.

4. It reads like documentation, even when it’s not.

This can creep into business case studies and reports more often than you’d think. Phrases like ‘the solution leverages advanced capabilities to…’ sound professional but say nothing.

The fix here is to replace abstract words like ‘capabilities’ with what they do. Instead of ‘leverages automation,’ try ‘automates routine tasks so teams can focus on high-value work.’

5. It forgets the reader’s role.

You can get so caught up in making the case that you forget your audience. And it’s easier to do this than you might think.

You get on a roll with what you’re writing about, and you get so into the topic that the readers get left behind somewhere along the way.

One way to spot if this has happened is to read your report back. If it only describes what the system does, rather than what matters to the reader, it’ll need some work.

You don’t need to do a complete rewrite; you can change certain wording. If you say that your “platform provides”, try changing it to: “teams gain.” Now you’re talking to the reader again.

Final idea

Technical content isn’t “wrong”; it’s just written for a different audience with different needs. If you’re worried about losing technical depth, it can still be there. It just needs to be reshaped to work for your reader.

That’s when technical content becomes business clarity, and your case study or report works for the most important person, your reader.

I’m Sara Edlington, a marketing communications writer specialising in cybersecurity and AI.

The post Five signs your case study or report is too technical for business readers (even if it doesn’t look like it) appeared first on S and S Edlington Ltd .

Here’s a quick example of what I mean. I interviewed a subject matter expert about a new type of enterprise software platform. One aspect of this that they talked about was an automation feature:

“This feature is designed to automate the process of extracting data from two legacy systems and integrating it into the platform, removing the need for manual data handling while ensuring the information is available within the system.”

There’s a lot of business value in this paragraph:

‘…extracting data from two legacy systems and integrating it into the platform.’ Extends the use and value of older systems as they don’t need to be replaced straight away, and reduces disruption.

‘…removing the need for manual data handling.’ Fewer errors, reduced manual work, so staff time is freed up for other things.

‘…ensuring the information is available within the system.’ Helps teams respond faster and provides better data visibility.

Lost in (technical) translation

The problem is that all this is lost if it stays in technical language or explanations. If you repeat it as it’s said to you, you could lose your reader, because they want to see how, in this case, a software platform will help their business.

When you do, as in the examples above, you’re showing the reader how they’ll have higher-quality data and information to work with; their staff will have more time for higher-value tasks; they’ll get the information they need quickly; and they won’t have to worry about their older systems.

We’re all techies in our own way.

You might be wondering whether this means technical experts don’t understand the business value of the technology they’re so familiar with.

They do; they word it in the language they use every day just as anyone does when they’re talking about a subject they know a lot about.

We know we’re talking about business value; it just doesn’t always come across that way to the reader or listener, who’s looking at this from a different perspective.

How to ‘decode’ technical speak for business readers

I’ve been asked a few times to teach technical experts how to ‘talk’ in business language, but I think that misses an important point. By asking the right questions of experts and specialists and listening carefully, you’ll ‘decode’ the business value you might otherwise have missed.

Another example to show what I mean, this time a cybersecurity expert talking about their company’s product:

“The platform continuously monitors authentication activity across the environment. It analyses login patterns, device information, user behaviour, and access requests in real time. If it detects something unusual, it can automatically apply additional verification steps or restrict access until the activity is validated.”

The less obvious business benefits:

‘…continuously monitors authentication activity across the environment.’ The value here is that the system is under constant guard.

There’s also another benefit for audits and compliance. The company has evidence of who accessed what, when, and can show how security controls are working.

‘…analyses login patterns, device information, user behaviour…’ It helps protect sensitive systems and information by adding an extra layer of security.

A stolen password alone won’t get an attacker in because the system checks that the behaviour matches the person.

‘…automatically apply additional verification steps.’ This has a business value for a team; they can spend less time on routine alerts. Another one is that staff and customers can access the system quickly and easily.

A second look can help you find even more value for your business reader

It’s always worth looking at something a few times, because there are often other aspects you might miss if you focus on the first one, understandably. And the more you find, the more choices you have, and that helps you create a strong case study or report.

We’ve covered a lot in these examples, and I realise it can look overwhelming, so you might worry you’ll miss something important. I worry about the same thing. To help, I use a three-step formula.

• The expert gives me the technical information.
• I listen to that and ask myself: ‘What changed?’
• Then ask: ‘What is the human/business or both consequence of this?’

Here’s an example to help explain how this works in practice.

The expert says: “It simplifies managing security policies across thousands of users.”

What changes? Team managers don’t need lots of specialist knowledge. They make fewer mistakes, and it’s quicker and easier to change policies as needed.

What’s the consequence for the people involved, the business, or both? It’s easier and less stressful for staff and team managers. And it helps keep the company secure.

What about AI?

I was once asked if you could create an AI that could do this; maybe you could. However, humans notice things that only another human would notice.

AI can be a big help, but the things you hear and see are what give your case study or report its edge – one human to another.

I’m Sara Edlington, a marketing communications writer specialising in cybersecurity and AI.

The post Lost in translation: turning tech-speak into business value for your case studies and reports appeared first on S and S Edlington Ltd .