“If you could taste words, most corporate websites, brochures and sales materials would remind you of stale, soggy rice cakes: nearly calorie free, devoid of nutrition and completely unsatisfying.
“One of my favorite phrases in the business world is ‘full-service solutions provider.’ A quick search on Google finds at least 47,000 companies using that one. There’s more. ‘Provider of value-added services’ nets you more than 600,000 matches. Exactly which services are sold as not adding value?
“Who writes this stuff? Worse, who reads it and approves it? What does it say when tens of thousands of companies are saying the same things about themselves?
“When you write like everyone else and sound like everyone else and act like everyone else, you’re saying, ‘Our products are like everyone else’s, too.’ Or think of it this way: Would you go to a dinner party and just repeat what the person to the right of you is saying all night long? Would that be interesting to anybody? So why are so many businesses saying the same things at the biggest party on the planet –– the marketplace?
“If you care about your product, you should care just as much about how you describe it. In nearly all cases, a company makes its first impression on would-be customers or partners with words –– whether they’re on a website, in sales materials, or in e-mails or letters. A snappy design might catch their attention, but it’s the words that make the real connection.
“Your company’s story, product descriptions, history, personality –– these are the things that go to battle for you every day. Your words are your frontline. Are they strong enough?”