Don't Say It

How do you describe your business? It's a tough thing. You need to say something about it, but if you say too much, it's self-defeating.Maybe you disagree, so if you do, please speak up.

Here's a simple example. The moment you describe something as "classy," it's tainted. The person describing it as "classy" immediately loses credibility as one who might recognize or be accustomed to "classiness." Something truly "classy" needs no description or validation. To describe it as anything other than "very nice," or "upscale" or in some other understated terms does it a disservice. Again, my view.

Consider your business. If you describe it as "professional," does that help? Isn't it assumed that if you are offering something for compensation that it is "professional"? How about "quality"? Same thing, huh? Consider a company called "Quality Widgets." In your mind, is what they sell high quality, or is it a commodity?

If you are a design professional, and you describe your service, your company as "creative," is that helping? Again, you may disagree, but "Creative Design Services" to me sounds like one step above the design department at a home improvement store. Nothing wrong with that, if that is what you are and the client you are after, but if you want to be perceived as "Classy,” “Creative” and “Quality," don't say it. Demonstrate it.