Here’s a few Simple Promises I’ve heard thrown in brainstorming meetings (a Simple Promise is a one sentence statement you use in your marketing to clearly, memorably, potently, communicate the end result you’ll help prospects achieve):
- Transformative Success Solutions
- Ignite Vibrancy into Wellness
- Give us Your Problems, We’ll Give You Solutions
- The First in Innovation
The problem with all these (aside from the use of forbidden words like solution, innovation, transformation – if you’re using these words stop immediately) is that they lack any clarity and any humanness.
They speak to your market as if they are faceless robots, no emotion, no substance.
As an outsider to those companies, whether I’m in the industry or not, I don’t understand what these people are talking about, or how it benefits me.
What’s worse, they make promises which feel inauthentic from the start.
For example: The First in Innovation. Things which are innovative just are. Simply saying so doesn’t make it true – nor does it make it “feel” true.
(Side note: It’s always seems to be the companies holding onto the status quo which seem to gravitate to this kind of hyperbole. If you’re truly innovating, find a different way to show it.)
Oculus Rift needn’t call itself innovative. It’s self-evident. Instead, they say “Oculus Rift makes it possible to experience anything, anywhere, through the power of virtual reality.”
Not about them. About us. What we get. Our experience.
So as you craft your Simple Promise, rather than brag, or use empty words which mean nothing, or speak to your market like they are faceless robots, find a provocative statement which taps into something human.
Not only will you get far more traction, but your concise clarity will help you stand out in a world filled with other “innovative solution” providers.