If your offering is so “innovative” & “cutting-edge,” why are you describing it with the same tired language everyone else uses to explain theirs?
For starters, words like “solution,” and “proprietary” put your audience to sleep. They rely on the same tired ideas everyone else is using to market their product. Someone shopping for what you’re selling has already read these claims a dozen times by the time they arrive at your site. It’s a good way to blend in with the competition and numb your audience’s brains.
Even more dangerous is what using these words does to the quality of your own thinking about your offering. Our thoughts are manifested by the language we use. If you’re bilingual, you know, some words can’t be translated between languages; in fact, some thoughts can’t truly exist without the words we need to say them to ourselves.
When you think about your offering in the same terms as your competition, you’re numbing your own brain too, and missing an opportunity to make a fresh statement that will attract a prospect’s attention.
“Solution” is a great example of a word that creates white noise. It has its place, but if it shows up more than once on a webpage, it’s a clear sign that your copy needs to be more concretely descriptive. What words could you substitute that rely on the senses? What does a customer see, hear, feel, taste or smell when their problem is solved?
Put yourself in your reader’s shoes for a minute… Why are you spending your valuable time doing research online? What do you hope to accomplish? Now read the home page—or a relevant landing page—on your website, and then look at your competitors’ sites.
Differentiating your offering by describing it in bright, juicy language—the kinds of words that paint a picture for your readers—will help them see they’ve arrived at a website that’s worth their time and that they’ve found a company that understands their problem.
Want to see some lists of words to eliminate (or at least consider carefully before using)?
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