Let me ask you a quick question: Why should someone choose your business over the competition?
It’s a deceptively simple question, but many small business owners struggle to answer it clearly and confidently. And when you can’t provide a compelling reason, you risk losing potential clients before you even get a chance to make your case.
One major culprit? Over-reliance on the word solutions.
The Problem with “Solutions”
You’ve seen it everywhere:
- Customer care solutions.
- Workplace productivity solutions.
- Affordable business solutions.
- “A variety of solutions to meet your needs.”
It’s almost become a default in marketing language. But here’s the hard truth: solutions is vague. It doesn’t tell anyone what you do or how you can help them. It’s a filler word, and worse—it makes your business blend into the background.
When your marketing is vague, it forces people to guess what you’re offering or why it matters to them. And trust me, your audience isn’t going to waste time figuring it out. They’ll simply move on.
That’s not what we want. Let’s shift to a more effective approach.
Stand Out by Getting Specific
The businesses that succeed are the ones that communicate their value clearly and confidently. So, instead of leaning on “solutions,” zero in on the specific outcomes you deliver.
For example, instead of saying, “We provide workplace productivity solutions,” try this:
“We help teams reduce meeting time by 30% and get more done in less time.”
Or, instead of “We offer affordable customer care solutions,” try:
“We help small businesses deliver 5-star customer support without breaking the budget.”
These examples work because they highlight tangible, valuable outcomes. You’re showing your audience what’s in it for them—and that’s what motivates action.
Why This Matters More Than Ever
In today’s fast-paced world, your audience is juggling a million things. They’re scrolling through endless emails, messages, and ads, all competing for their attention. If your message isn’t immediately clear and specific, it’s going to get lost in the noise.
Think of your marketing as a conversation where you’ve got just a few seconds to make your point. The faster you can show value, the more likely you are to keep someone’s attention.
How to Sharpen Your Message
Ready to ditch the generic and craft a message that resonates? Here’s how:
- Identify the Impact: What’s the biggest, measurable result your product or service delivers?
- Be Straightforward: Use plain, relatable language that leaves no room for confusion.
- Focus on Benefits: Highlight what your audience will gain or achieve by working with you.
For example:
- Replace “Training solutions” with “We train teams to increase productivity by 25% in just two weeks.”
- Replace “Digital marketing solutions” with “We help businesses grow their online visibility and attract more leads.”
Your Next Move
Take a moment to audit your current marketing materials. If you see phrases like “solutions,” “services,” or other generic terms, replace them with direct, impactful statements about what you actually do.
Your audience doesn’t want to decipher vague promises—they want clarity. When you can show them, in specific terms, how you solve their problems or help them achieve their goals, you’ll build trust and stand out from the crowd.
Drop the generic buzzwords. Say what you really offer. And watch your marketing go from forgettable to irresistible.
