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Our aim is simple: to justify our name by providing excellence at every level, in our products and service.
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I beg your pardon???
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We have a long and successful heritage and bring a meticulous attention to detail to everything we do.
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Exsqueeze me???
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Every day, we renew our commitment to a culture of continuous improvement in the design, manufacture and supply of our products.
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Oh ffs.
I just wanna know
What
You
Actually
Do
And
How
It
Can
Help
People
Thank
You
Very
Much
***
It was while doing some research on a client’s site the other day (a manufacturing company – I’ll say no more, to avoid their blushes), that was full of corporate puffery not dissimilar to that above, that it got me thinking…
About that way of talking.
Because as well as being a whole load of corporate twaddle, it’s actually preventing customers or potential customers from finding out what this company can do for them.
And they’re really good, apparently. Their sealant products are top-notch. They’re so well made that they’re a vital piece of the puzzle in lots of different industries (like automotive, housing and energy).
But I couldn’t tell any of that easily from their website (I only worked it out after staring at their copy for ages, scrunching up my head in a perplexed fashion, and then asking their marketing agency to explain to me what they do).
After reading their site MANY times (and remember most prospects won’t be doing that), I still couldn’t work out what they actually did / for whom / and why their way of doing things was worth me knowing about.
I did know they were “passionate about continuous improvement”.
So (phew), that was at least that box ticked.
***
Please don’t make it hard for people to work out what you can do for them.
Because even if it’s bloody brilliant, if you can’t get that across clearly, simply (and persuasively), they’re just gonna scrunch up their foreheads and bugger off.