The BS Test

The only words you should use in your marketing, home page, or mission statement are ones that clearly and honestly communicate the value you bring to the table.

Platitudes (premier, best, world-class, leading, value-added, best in class, results-oriented) fail the BS test and divert attention away from that which really matters to your clients…how you solve their problems.

If you’re even slightly unsure about the validity of your claims, why would anyone else believe them?

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