That perfect marketing pitch. We all go for it, yet many times fall short of what we expecting. When an engineer creates a product he knows what purpose it serves yet his description matches nothing of what marketing uses for the description of the product. Instead we get the same old marketing speak.
You will find this on sites for companies that sell services. People like to know what you do, but don’t want to feel as though you are talking down to them. They like to think a real person is talking to them. Let’s use web design agencies as an example. Here I have created two different “marketing” paragraphs and let’s see which one is more effective:
We are a design agency that creates effective, simple, usable, web interfaces for companies.
Sounds like everyone else in the world.
We enjoy having fun creating simple sites that not only you will love, but also the people who use them will love them as well.
Be honest to your audience. There is no longer a need to be a stuffy marketing type. Become a people oriented company. Not a robot-speak company.