Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

42Tell the Story Only You Can Tell

This is actual copy cribbed from the home page of an actual public accounting firm:

<Name> is a full-service, certified public accounting practice located in <city> whose objective is to provide timely and accurate professional services. The firm was established in 2002. <Name> is a growing firm and has the capacity available to professionally service new accounts.

This is an actual press release that landed in my in-box five minutes ago from a Fortune 500…uh…“solution”:

Released today, <name> enables businesses to monitor consumer online chat about their brand and competition, and take action to improve their performance and provide a differentiated customer experience.

This is from another press release:

We have a proven ability to deliver highly impactful results for our clients by leveraging a variety of data sources and advanced analytic approaches.

This is from a LinkedIn company page profile:

<Name> is a contemporary, future-focused consulting services company equipped for the next era of business with the latest in management thinking and enabled by cutting-edge Web technology and services. We are building innovative next generation business models and performance improvement capabilities for large corporations highly differentiated by a commingling of new and emerging specialized competencies.

Sometimes it seems as if writers are paid by the buzzword, doesn't it?

The problem with all of these samples is that they could be describing ...