Why ‘innovative solutions’ don’t interest your customers (and what to write instead)

Do you use the words ‘innovative solutions’? In your web copy? In your messaging? In your LinkedIn bio?

Have you ever Googled the phrase ‘innovative solutions’? Cos I have.

It yields almost 85 million results.

85 million.

A quick scan of the first page or so sees the phrase used to describe:

• a plastic recycling bin

• a SaaS platform

• an incident and problem analysis firm

• a scheduling tool

• a technology consulting firm

• a bottle system that reduces plastic waste

• a tool that treats sight issues

• and a teaching scheme

You know and I know that your product or service deserves better than to be thrown in a pile with 85 million others. Not exactly innovative.

And that a phrase so generic that it can be used to describe both a technology AND a teaching scheme is way too blah to describe your brilliant offer. All ‘innovative solution’ does is tell your customer exactly zero about who you are and what you do.

So, let’s get that 85 million results down by a few pages. But what the hell do I write instead, I hear you ask? We’ll dig into that now. 

Let’s start with innovative. By innovative, I guess you want to tell us that your solution is intelligent, brand new, different from everyone else’s? So let’s dig into that. Why is it so smart? What makes it new? Why is it different from the next product on the shelf? Now you’re starting to come up with descriptors that can only apply to your product or services. Get as specific as possible, that’s where your uniqueness lies. 

Now let’s tackle solutions. A solution is something which solves a problem. The problem with solution is that it’s completely intangible. Try to imagine a solution. Oh wait, you can’t. So how is your customer supposed to? So tell me, what is your solution? What word would you use so that someone can picture it in their head? Is it software? An object? A service? A helpline? There’s your word. 

If you want a hand switching ‘innovative solutions’ for something a bit more ... innovative ... give me a shout.

If you’d like to chat more about writing for your business, I’d love to hear from you.