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Avoid Cheap Catch Phrases

I just was on a life science tools company’s website (not a clients’, and the company will remain anonymous) and this company seemed to describe every one of their products as an “industry standard” in the first sentence. This pains me.

Scientists aren’t stupid. Catch phrases like “industry standard” or “market leader” are readily identifiable and dismissed by a generally intelligent and analytically-minded scientific audience. Such statements also don’t provide any of the information that customers are looking for. If your product really is an industry standard or is a market leader, don’t just state it and expect them to take your word for it. Explain it. Say “more researchers use X than any other product for [purpose]”. It’s a stronger, more definitive statement that at least looks like you’re attempting to provide meaningful information. Just stay away from the cheap catch phrases, especially if you can’t back them up.

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