Not any more! Many long-time marketers (myself included) likely spent most of their careers crafting stories that spoke of revolutionary products that would transform industries – and leading companies on the cutting edge of, well, something… or really anything. How many of us have crafted a headline nearly identical to the following (simply substitute your company, product and industry):

Typical Headline: AB Company Launches Leading Edge Product that will Revolutionize the Ant Farming Industry

Today, consumers are much more savvy. They’re not looking for unsubstantiated and empty claims (really, not all products can be revolutionary – nor should they be!). They’re looking for information and proof – or even better – a recommendation from a trusted source on Facebook.

So be wary of these “fluff” words. At best, you’ll be wasting your time and effort. At worst, you could actually be turning potential customers away. So what do you do instead? Focus on real and tangible ways your company, products or services help your customers. Your product may not be “revolutionizing” your industry, but you may be saving your customers time, money and effort. And this is something they will appreciate.