I’ve worked in communications for over 20 years and I’ve seen a lot of waffle. So let’s test your messaging. Today’s waffle word is ‘passionate.
If your website or your pitch still says “we’re passionate about what we do”… you need a rethink.
Passionate is nice. We’re all passionate about what we do and that’s the problem. Passionate is also completely meaningless. Every single competitor of yours has typed that exact sentence into their About page too. It tells someone nothing about why they should work with you.
Here’s the swap. Instead of “we’re passionate about what we do,” try: “We’ve helped 40 founders fix this exact problem in the last year.” Same energy. Same confidence. Except now it’s actually true, specific, and impossible to copy because it’s unique to you.
That’s the whole method, by the way. Better communication equals better sales. Every time you replace a feeling with a fact, you make it easier for someone to say yes, because they’re not guessing anymore. They know.
So, go and check your own bio, your pitch, your About page. Find the word “passionate.” Delete it. Replace it with a number, a result, a name. See how much more confident it sounds instantly.
Take this quick health check to discover whether your business is creating clarity, building trust and making it easy for people to just say ‘yes’.
