The worst marketing word in writing b to b copy - “solutions”

I have no idea what this word means. And neither do the people who read it. I really get frustrated when marketing people try to write copy. I just had a marketing person insist I add this to a paragraph:

 ”We’ll help you determine and identify your exact needs, then create and implement solutions that provide you with the results you need.”

I have no idea what that sentence means and neither will the business managers who read it. This is what I mean by corp-speak. Generic terms that say nothing specific to the “needs” of your potential client.

When I write copy for B to B sites, I always try to think like a business manager or CFO or CEO who is looking for specific solutions to their problems. If you tell me you have a “solution”, what will that mean to me? Essentially, your telling me that you don’t know my problem and you’re throwing a generic word at me in hopes I’ll take the bait and call or email.

Twenty years ago, that might have worked. However, people get more sophisticated every day. And the one thing they expect is service. Real service. They won’t settle for generic terms like “results you need” and “implement solutions”.

If you don’t want potential clients’ eyes to glaze over, give them specifics. Get the generic terms out of your copy!

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