Vague Marketing Words Killing Your Sales?

Using Fast, Easy or Best to describe your product/service??

Drop it....well, fast!?

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In the course of my work, I have reviewed hundreds of websites & I have seen one key mistake: describing?products as 'Fast', 'Easy' or 'Best'. The solution? Be clear.?

This piece of advice is for businesses that are not?large & without massive brand recall (like Facebook or Google. People know pretty much what they do).?

For the rest, capturing?customers attention is always a struggle. You have mere seconds—some say less than 10—to grab their attention on your website or ad. Readers skim text, and if they don't quickly understand or connect with the content, they move on. It's not their fault; it's how evolution has shaped us.?

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Attentional Control

Psychologists call this fleeting attention "attentional control," which comes in two forms:?

?A) Goal directed attention – Where the person knows (broadly) what they are searching for and are looking for solutions that can get them there. It's a top-down approach. Think of Google searches as an example of this top-down approach.?

B) Stimulus driven attention – When you are looking for interesting things to stimulate you (fun), that sensory driven search is what's known as Stimulus driven attention. This sensory-driven search is evident in platforms like Facebook or the endless reels on YouTube, TikTok, and Instagram.?

Language Market Fit?

Since as a business our goal is to solve a customer problem with (selling) a solution / product, we shall focus on the first trigger. As you might have noticed, ads with language that's?close to what clients are searching for generate the most clicks/conversions. Evolution has wired our minds to forage and triaging information as we see it. Quickly matching it to what we need – whether?to solve a problem?or complete a task. And the way we do it is by setting the information in context to what we need & what we know. To illustrate this concept, imagine you are hungry. To sort your hunger pangs, you are searching online. At that moment in time, everything resembling food will catch your attention. And everything that doesn't resemble food or is related to it, your brain will skim over.?

?That is why ensuring?the language / content on your marketing material fits with what people are searching for, is crucial. And that's called Language Market Fit. When you label something 'Fast' or 'Best', it doesn't provide clear context. Faster than what? Or?Best compared to what?. Also, how can you be sure your intended meaning, is exactly how your readers / customers?perceive it??

What's fast??

Words like "fast", "easy", "best" are vague at best. They leave customers guessing, come across as red flags or overly 'salesy'. It is better to be specific. Use words customers use to describe their pains, their struggles and their desires. ?

As Matt Lerner (ex Growth, Paypal), advises – "What about "fast" and "easy" makes your product different??What is your product “fast” and “easy” compared to? How are your customers doing that thing now? Or, if they’re not doing it, what are they afraid of? Once you find your answers, take that specific bad thing and describe it as something your customers can do “without".”?

For example, say you have a HRMS solution that is great at managing attendance online for small firms. Instead of saying 'The best way to manage attendance' you might say 'Track attendance accurately without the hassle of paper records'. Or instead of saying “the fast and easy way to get qualified leads for your sales team” go with “Get qualified leads for your sales team without sending tons of cold emails.”?

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Ditch it

Ditch the "fast" and "best" fluff. Your customers crave substance, not empty hype. Serve up specificity instead, addressing real pain points and tangible benefits. In the marketing buffet, clarity and context are the prime cuts. So next time you're tempted by vague descriptors, pause and ask: "What would my ideal customer actually care about?" Your conversions – and your copywriter's sanity – will thank you.?