Do you often find that ads, brochures and web sites give you only a fuzzy idea of
what a company does? Instead of crystal clear descriptions, do you get
acronyms, buzz-words and jargon that mean little (or nothing) to you?

It's not easy to define our services and how we're unique. For instance, erms
like "marketing", "management", "technology", "finance" and "legal" have such
broad meanings that they've become vague. No wonder it's tempting to fall back
on industry jargon - but the problem is that it just doesn't communicate.

We thought it would be helpful to pick some descriptions from web sites at
random to see if you can identify what each company does.
So here goes...


1. "...is an international integrated communications,
contents and Internet service provider offering full
access solutions..."

2. "...is the leading single provider of application development, application
data flow management, and information data organization services."

3. "...is a collection of experts, collaborating to provide the best in project
management and quality management training, consulting, products, and
services - worldwide.

Are you boggled? We are, too.

All of these companies may offer wonderful services, maybe even ones that you
could use. But, their descriptions won't send you rushing for the telephone
shouting "YES, this is just what I need!"

A better way to speak...

Now, can you guess what these companies do?

"Your website should be powerful... an added sales/marketing channel that
returns your investment many times over. At_________, we make sure yours is."

"We're..., the largest independent compliance management organization in the
world. Each one of our three key service offerings - Testing, Certification and
Staffing - focuses on one primary goal: to help navigate your product to market
faster."

We find concise descriptions that tell us how and why we should do business
with a company helpful and refreshing. So, that's what we do for our clients.

What language are you speaking?

Take a minute to read your company's introductory description from your Internet
site, brochure, direct mail, etc. Then ask yourself the big question. Would a
prospect who knows nothing about my company or my business area be able to
immediately understand:

1. What we do.
2. Why they need us
3. How we're better than anyone else.

A good written message must begin with clear thinking...

We'll help take you from fuzzy to focused.
Call us at 310-477-2119.

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