Stop Selling Solutions.

Not really. Just stop saying it. “Solutions” is becoming the most overused word in marketing today. As with any overused word, its omnipresence drains it of all meaning. And it’s so vague that it doesn’t really tell anybody anything about you. “Technology solutions.” “Business solutions.” “Financial solutions.” Meaningless. If it’s true that attention spans are shorter than ever, you can’t afford to waste time with vague descriptors. Look over your marketing messages — especially your website — today. If someone knew nothing about you, could they instantly understand what you do? If they can’t, they won’t care how well you do it. Ditch solutions and embrace specifics.