‘Solutions’ is a word that crops up everywhere. Often it is attached to some other phrase or word that also tells you nothing about what a company or organisation can offer you. Every marketer knows that people only really buy the message when they understand it – when they can connect with it, when it answers the question: “What’s in it for me?”
I am prompted to make this comment by an entry in an online directory that encourages local businesses to link-up and promote themselves to the wider business community. The company concerned provides ‘one-to-one solutions’! Do you know what that is? To clarify things further, in the directory space where they could choose a category they helpfully tell me ‘other’. I’m intrigued, but not so much that I can be bothered to find out what they do.
A really useful book that anyone in marketing should make time to read is ‘Don’t Make Me Think’. The basic proposition is that if you want anyone to do anything such as visit your web site, fill in a form or pick up the phone, then you should make the pathway as simple, clear and as uncomplicated as possible.
So come on, let’s ban this meaningless word ‘solutions’ and start telling people what we do – don’t make them guess!