Imagine you read, “XYZ company, delivering creative solutions collaboratively, while empowering intelligent customer synergies”.

Do you have a clue what they do?

Have any of the words they’ve used to describe themselves provided points of difference compared to competitors?

Would this first statement encourage further exploration of a website?

The answer is unlikely – unless of course mediocrity flicks your switch.

Of course no one would (hopefully!) use such an assemblage of these generic words to describe themselves.

But you do see a fair sprinkling of what are essentially meaningless words polluting businesses first messages.

Such empty words are used out of laziness, frustration and desperation.

They’re employed when people don’t think deeply enough about what they’re trying to express, and also forget the immense resource that is a thesaurus.

The use of generic words also means there’s no metaphor on which someone can picture what you provide.

There’s no term to connect with a heart, appeal to a soul.

Yet businesses continue to use such hollow words.

If you’re trying to craft your own Million Dollar Message, your best bet is to ban meaningless words before you start, totally eliminate them as starters.

You’ll be doing yourself and your potential customers a giant favour.