Here’s something for nothing. Perfectly suitable for landing pages, elevator speeches, or a wealth of other important message elements.
YOUR NAME HERE delivers industry-leading YOUR CATEGORY HERE lifecycle solutions, aligned with your critical business needs, that drive down costs, satisfy customers and improve the bottom line.
Now, how easy was that?
All right. It’s a trick. If that sounded at all good to you, like something you could work with, think again.
I see this kind of one-size-fits-all content all the time–and I look at more product content then any ten men alive. Absolutely meaningless content. Content that tells me absolutely nothing about what the company does. Content that, put in with all the other simliar content from all the competitors, makes the product exactly one more brown cow in the brown cow herd.
I remember when I learned the technical term for this.
I was running marketing for a company. We were in a meeting about brochures or something. One of the attendees was a founder and the CFO. Dick’s background was Sales. We were dealing (as I recall) with some feature or function that we wanted to promote that wasn’t ready yet, nor even fully defined.
I was going on about what we could say, and Dick finally said “So, we’ll just throw in some more Generic Marketing Bullshit?”
The answer of course was yes.
GMB is an ugly thing. It does nothing to communicate with B2B tech markets. It does nothing to inform. It does nothing to move a selling cycle into gear. It’s just wasted words.
The cause of GMB is fear. Fear that if we don’t dress up our product in fancy fluff-and-feathers messages, our markets won’t be compelled, or magnetized, or excited, or whatever superlatives and fluff are supposed to make them be.
But here’s the thing. You really can talk about what you do. It’s all the market wants to hear about. Don’t be afraid to tell them what you make. Don’t be afraid to talk features. Go ahead. Talk turkey with your tech markets.
Free range turkey, that is: without any added fillers or GMB.