We are a full-service _____ company. We offer custom solutions to ensure all your _____ needs are met.

This kind of writing is unengaging, relatively meaningless, and horribly bland. So why do companies consistently insist on using it?

I have a theory. Most businesses start by doing one thing: making chairs, selling books, making websites.

Over the years (or months if you’re lucky) these same companies add staff, knowledge, and resources allowing them to expand to new services or products. The people in charge are proud of that fact, and want cover all their bases to attract as many customers as possible.

That’s all great.

But your customers don’t care.

Yes, you do everything. So does everyone else. What makes you, PC Printing Solutions, a better graphic designer than Sleek Design and Graphics? Or Sleek Design and Graphics, why would I not let PC Printing Solutions do my printing, even though you do it in-house?

When customers come to you for the first time, they have one specific need that they need you to meet. And your marketing should focus on your core competency: the thing that you are known for.

If I go to buy a new phone, I don’t care that the phone store is “full-service telecom provider.” I came to get a new phone. (Notice I called it the “phone store” and not the “full-service telecom” store.)

Try and narrow your focus in your marketing. It will create an association in your customers mind (Oh you need a baseball glove Timmy? Go to Jim’s Baseball Building!). Nobody’s going to refer a kid to Donna’s Full-Service Leather Depot to buy a mitt.

PS: You can (and should!) bring out the “full service” artillery after you form a relationship with a client. Then, if she’s pleased with your performance and trusts you, she’ll be willing to turn over more of her operations to your company.