The overuse of the word “solutions” in BtoB marketing and publicity, and the reliance upon it in headlines and text, has had its fair share of attention. I did some surveying on this several years ago and blogged about it. But here’s a new way to look at it. You never see a company begin their opening descriptor (on their home page, or in an ad) with: “We make products.”
Rather, the company simply tells you what they make. In a similar way, why begin with a focus on the word “solutions?” Just say what you do, and your prospects will know it’s a solution if they have a problem that you have shown you can solve.
As I’ve often said, hanging your hat on the word “solutions” (in a tag line, ad headline, etc) is about as ingenious as a food product manufacturer deciding that they will win over hearts and heads by proclaiming their product “tastes good.” It’s expected…it’s a given.
And if it’s reaction and on-line conversation you’re looking for, proclaiming only what the marketplace expects won’t get it rolling.
