How many of us have used at least one of these in our marketing materials?
We are a cutting-edge design firm focused on providing top notch design…
We are a leading architectural firm in…
There isn’t anything wrong with these statements necessarily, but we can’t let our marketing efforts or proposals rest on something that 95% of our competition can say. When competing for the attention of a potential client, it’s important for us to maximize every word, because we never know when they may click-off of the site, or close the proposal.
Here’s one sample leading sentence that I grabbed in a quick Google search:
XXX is a full service, award-winning firm with experience in planning, architecture and interior design.
Whether you are leading, award-winning, full service…or all of the above, these words aren’t really distinguishing you from the pack. If you’re firm has been in existence for twenty years and you’ve won one award, then you can say that you’re award-winning. What exactly does full-service mean in our industry, especially if you aren’t a design-build firm?