When ‘solution’ is not the ultimate solution

IT solutions. Network solutions. Office solutions. Staffing solutions. Hair-loss solutions. Data-protection solutions. Product-development solutions… Everyone seems to be selling solutions. The problem is, they're not saying anything new or unique about their products or services. In fact, often they’re not saying anything at all.

As experts in communications and marketing, our job is to get products in front of the right audience, put the company’s identity across and make it clear what the company’s products can do. The word “solutions” won’t help you stand out from the competition. What’s more, you’ll be stuck talking about your market’s problems rather than what your products and services actually do.

The solution?
Why not get dynamic with verbs such as “solve,” “deal with,” “beat” or even “crush;” (solve your IT issue once and for all with… ; beat hair-loss with…). If you want to stick with nouns, be inventive. Call your products a remedy, an answer; supply the key or a positive outcome; provide applications, systems, tools, whichever fits best – anything but solution.

Even better, why not show what your products do? One well-written case story can give a prospect or customer real insight into what your product or service can achieve – and it can leave them with the gut feeling it’s the right choice. Your story is unique; solutions are for everyone.

When solution is the right choice
You don’t have to eliminate every solution from your marketing materials. Solution can come in handy when you have to refer to your competition – it means you don’t have to name the product and give away free publicity.

If you’ve done a great job of explaining your product with fabulous text and strong visuals, your reader will already identify with what you offer. At that point, there is no harm in throwing a quick solution into the mix to help you summarize.

And it has to be said that sometimes solution is the only word that will do. But be on your guard; solutions is fast losing its power to brand your product or service. It can even backfire completely, leaving your customers with the message: “I’m just not really sure how this product is going to benefit you.”