Filtering Out the Fluff

"Marketing fluff" consists of grandiose claims, unsubstantiated by any evidence, that don't actually say anything. Here's an example:

Our firm is uniquely qualified to deliver world-class results. We offer best-of-breed products and customer-focused service to produce seamless solutions. Our commitment to partnering with our customers produces innovative yet user friendly applications that produce bottom-line results.

Sound impressive? No, not really. In fact, this paragraph is likely to start the client's built-in B.S. detector clanging like a fire alarm. Why doesn't it work? What makes this writing sound weak and phony?

The problem comes from making big claims unsupported by even a sliver of proof. World class results? Says who? Best-of-breed products? By what standards? Seamless? So what does that mean, anyway?

The answer is to substantiate your claims with details. Suppose the sentences were written
as follows:

Our firm has successfully installed advanced imaging systems in more than 500 financial institutions in North America, more than any other firm in the industry.
We offer the latest technology, including digital scanning, and back our systems with a one-year, unconditional guarantee and a service department that is available 24 hours a day, 7 days a week. As a result, by choosing us you achieve three important outcomes: First, you are in full compliance with all Federal and state regulations. Second, you eliminate more than 70% of the paper routinely generated in the course of business. And third, your total cost of operations goes down due to reduced information storage costs. On average, our customers saved more than $275,000 annually over the past three years.

Now you'd be a bit more impressed, right? It's all in the details.