A while back, I was asked to express the importance of taking a more customer-centric approach in messaging our product.
The best thing I could think of was a slide with these.
Seamless and secure collaboration.
Simple upgrades at no charge.
Connecting data from across the business.
Automated business workflows.
Cloud accelerated ECM.
Security and compliance for all industries.
Secure access to complete information.
Enrich content and gain valuable insights by leveraging artificial intelligence.
Seamlessly navigate the entire process in one place.
Use groups feature to create and manage lists of members.
Rapid automation of manual, repetitive processes.
Digitize and organize business critical information.
People did not immediately understand what I meant, until I mentioned that none of these claims was from our marketing. They could have easily been, but they were actually taken from competitors, alternatives and (some) from generic Saas companies.
Now, imagine you are a customer and you start surfing around for a solution. Imagine how lost you would be by stumbling on this type of messages, and by trying to figure out which product is best for you. And by the way, no. The situation does not improve with more granular and detailed content you can find in the body of the webpage or in other collaterals.
Everybody can say they can do more or less great and amazing things. But very few manage to meaningfully connect to their audience.
If you stop at what the next time you write copy for your product, expect a result similar to the above.