Buzzwords are BS!

Three adjectives and a noun are not a value proposition.

I used a Random Positioning Generator with my clients for years. As a joke. It contained four columns of words. The first three included 'chest thumping' marketing buzzwords The fourth included relevant nouns. My schtick was to select a word from each column and create a positioning claim. I'd have a competitor's claim that matched that statement in my back pocket. (Yes, I planned them ahead of time.)

My client's yukked it up as we played. Until their value statement popped up among the combos. They'd laugh, but they got the point.

Buzzwords make it harder to create distinction.
When we sound just like everyone else - we're creating noise - not value. By the way - that noise is annoying to our audience. When they see the same claims yet again - they get annoyed, click and move on. Another business opportunity lost in the BS. How deep does it have to get before we learn?

We can communicate our value without the BS.

Here are some simple ideas on how to create compelling value propositions.

Use words that matter to our customers. The more precise and specific the better. Listen closely to the words and phrases customers use to describe the benefits that our product brings to them. Capture those words -- and use 'em!

Keep It Simple. Yes, the KISS principle applies. Simple statements don't have to be fluff - they can be quite powerful. Simplicity brings clarity - and clear messages are the Holy Grail of positioning.

Apply our value. Asking our audiences to extract the value from generic, buzzword-ridden claims is risky at best. Real positioning power comes when we apply a clear and concise value claim to a real-world scenario that our audience ‘gets'.

Powerful value statements are clear, concise and relevant to our audience.

So unless you're selling to full blown BS artists - stop with the buzzwords.

Get specific, get compelling and get the business.