Picture this, you’re schmoozing at a networking event trying to make some connections, have some laughs and unwind with a couple of choice beverages. You strike up a conversation with a small group of people. 

You say, “So what do you for a living?”

The first person goes, “I develop effective solutions for customers.” 

You look at the other and they say, “I’ve been helping people achieve their dreams since 1995.”

What would your natural reaction be? 

Not too long ago, I went through a prospect list of more than 300 companies in H2M’s surrounding four states. Those ambiguous, buzz-worded phrases appeared as the first line of the website for far more businesses than I thought. And these were companies generating tens of millions in revenue in highly competitive industries. 

You could say these businesses were successful, therefore the message was successful. I’d counter to say there’s room to stand out and take marketshare. 

You might market to the masses, but those messages are viewed individually. Treat your content as a one-to-one exchange. Say you want to talk about your HVAC business. Which of the following statements is going to get a prospective customer to ask a follow-up question:

1. “I facilitate the installation of innovative HVAC systems for residential and commercial properties.”

2. “I leverage my expertise to install quality temperature control systems.”

3. “I keep people comfortable all year round with heating and air conditioning.” 

4. “I sell 72-degree air.” 

Option four coyly sparks the most curiosity. But even the third option has something to say. Ramp up or scale back how clever you want your brand to sound. Know that your business comes across more capable and approachable by removing buzzwords. 

The first thing you want customers to know is what you do.

How you do it and why you’re better can come later. People will give you more of their time if what your company says is interesting and easy to understand.