- Video
Stop Using Generic Phrases
We pride ourselves on our hands-on approach to grave digging. And to buttering bread. And to assassinations.
▶Play the video: Stop Using Generic PhrasesWe pride ourselves on our hands-on approach. I couldn’t count how many times I’ve read that on a website.
When you write “we pride ourselves on our hands-on approach to recruitment”, you’re saying nothing. You may as well not put the words on the site. Swap the industry and it still works. We pride ourselves on our hands-on approach to grave digging. To buttering the bread correctly. To assassinations.
It doesn’t mean anything. Everybody is hands-on in what they do, because they’re the ones doing it.
The site I was looking at was so full of this stuff that most of the content served no purpose being there. I was stumbling over my words because it was making me increasingly angry.
If a sentence could sit on any business’s website, it isn’t telling a customer anything about yours. Say what you do, for who, and what makes you different. What should go on a homepage is a better place to start.
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Read the full transcript
We pride ourselves on our hands approach. Couldn't count on my hands how many times I've heard this phrase because so many websites include such a generic piece of content. When you say we pride ourselves on our hands-on approach to recruitment, you are literally saying nothing. In fact, you may as well not even put the words on the site. You could be saying, "We pride ourselves on our hands-on approach to grave digging," as an example.
We pride ourselves on our hands-on approach to buttering the bread correctly. We pride ourselves on our hands-on approach to assassinations. It it doesn't mean anything and doesn't say anything. Everybody is hands-on in what they do because they are doing the service. This site is so full of generic content that actually the content on the site isn't serves no benefit of even being there.
And it's I'm stumbling over my words because it's making me increasingly angry looking at