Tag Archives: solutions

‘Solutions’, a sign of desperation or lack of imagination

Marketing, Metaphor, million dollar message, punchline, value proposition, , ,
The only people who should (possibly) use solutions in their first story are chemical companies
The only people who should (possibly) use solutions in their first story are chemical companies. Photo by Alex Kondratiev on Unsplash

The great default word for businesses trying to describe their ‘what’ is…solutions.

You see it everywhere, far too often.

The trouble is, we all provide a solution of some kind.

And by using the term, you then immediately have to explain what your particular solution is.

So why not use the wonderful extent of english language to actually describe your solution?

Why not unearth the metaphor that captures the essence of what you do and use that to give people an associated idea which unconsciously forms in their mind?

Solutions is not the solution, even if it sounds like it should be.

(If you’re having trouble moving beyond the limiting idea of solution as a descriptor, give Punchline a call. We’re great at helping you discover your real Million Dollar Message).

‘Solutions’ is not the solution (even if it feels like it should be)

messages that matter, Metaphor, million dollar message, punchline, slogan, Tagline, value proposition, , , ,

Solutions is a wasted word in a tagline, strapline, value proposition or slogan. Avoid it
The great default word of many people’s first story is ‘solutions’. It is a wasted expression. Avoid it. Photo by Hans M on Unsplash

The great default word – solutions – should never be used in your value proposition, or Million Dollar Message.

(Actually, there is one place is can be, race to the end if you want to know where).

For a start, all businesses provide a solution in one way or another.

So, to use it in your slogan, strapline, tagline or BBQ answer to the question “what do you do”, reveals a stunning lack of imagination.

Your first story needs to tell me what your solution is – not leave me guessing.

Your first story needs to tell me why your solution may be exactly what I need.

‘Solution’ is a surrender term, signalling you’re not too sure of your specialness or purpose.

So, exclude solution from your vocabulary…solutions is not the solution.

P.S. The one possible situation ‘solutions’ can be use is if you’re a chemical company. Then you’d be using it as a noun – and it may be exactly what you do provide!