When I create content, I focus on writing in meaningful ways about the benefits of my client’s products or services. I avoid the empty buzz words that are less likely to trigger a response from your target audience.
And that is why I’m here to tell you that what you have to offer is probably not revolutionary. Let’s consider for a moment what “revolutionary” means. Here’s what Merriam-Webster has to say on the matter:
- relating to, involving, or supporting a political revolution
- causing or relating to a great or complete change
Unless what you are offering is causing a huge change in your industry where you will topple the big dogs, what you are offering is not actually revolutionary. I recently heard a national TV campaign refer to their new cell phone plans as revolutionary because … they offered unlimited minutes and data. This is not revolutionary. That company was not the first one to offer this service. Even if they were the first, “revolutionary” is stretching it — it’s a new way to bill you for services you were already using. Huzzah?
Some products and services are indeed revolutionary. Smartphones were — they changed not only the landscape of the cell phone industry but also the way we experience the web. We are all more connected, for better or worse, because of smartphones. You could even say that adding a camera to smartphones was revolutionary, because citizens suddenly had much more power to document everything, from police brutality to earthquake aftermath to nail polish reviews (again, for better or worse).
The latest smartphone that’s slightly faster with more memory? Not revolutionary.
Don’t hide behind meaningless, overused words like “revolutionary” in your content. If your product/service is indeed revolutionary, don’t just say it. Prove it. Show it.