Your product is best-in-class; your projects are completed in a timely manner; your company is at the forefront of technology.
So what? Those claims can be made by anyone–by any competitor or even by a company in an entirely different field. Vague phrases tell your customers nothing. When you use exact words instead, you stand out.
Vague words come in two types: Generalities and bad grammar.
What industry or internal standard did you meet to qualify as best-in-class; does “timely” means within days or within weeks; and what brought your company to the fore in technology? The answers to those questions are different for every company. They separate you from the pack.
In addition to stock phrases, such as best-in-class, companies often use words that sound specific, but aren’t. For example, they will say, “Our precision measurement …” or “Our expert engineering…” without explaining whether “precision” means to the inch or to 0.000035 cm or explaining what their engineers do that shows their expertise.
Facts, figures, examples, awards, case studies, testimonials: these all require exact words.
Testimonials are a special case. You never want to prod your customers into saying something they are not comfortable with. But you can ask them to relate a specific way in which you helped them or specific results they appreciated.
Vague words in marketing copy often confuse customers about who did what. For example, “We introduced the app to the marketplace once before but they ignored it.” Who is “we” and who are “they” and what “it” (the introduction, the app itself) did they ignore? Make sure all your pronouns have clear antecedents.
If you address the customer as “you” in your marketing copy, keep track of who that “you” is. For example: “I tell my customers that you should always update your virus protection software. You should take that advice, too.” In this case, the “you” in the first sentence (all current customers) is a different person from the “you” (the reader, a potential customer) in the second sentence.
When vague phrases take over, your marketing copy is harder to read and your message loses its zip. If you want to be sure you’re using the liveliest exact words possible, contact TWP Marketing & Technical Communications. We’re experts at giving marketing material a memorable edge.