“Don't Hurt Me” Language

“Don't hurt me” is the language most B2B companies use. They use words their lawyers like. Words you could never be called on. We don't say “we do X” or “you are this.” We say we help clients transform business processes for a bright future.

What the hell does that even mean? Nothing. And it puts nothing in the confidence bucket when I show up with mine empty and need to leave with it full.

Here's the trap. Companies think the opposite of “don't hurt me” is aggressive. Of course you never want to be aggressive: buy this or you'll die tomorrow, your company won't exist in two years if you don't implement our AI solution. That isn't true either.

There is a tiny spot on the spectrum between the two, and it's called assertive. Assertive simply means we believe X, so we state X as if it's a fact, because to us it is.

Assertive language fills the confidence bucket a prospect shows up with. Use simple declarative sentences. Say things. Commit to things. Then let the prospect infer: these guys don't do everything in the world, but they do A and B, and I need A, maybe B. It makes sense for me to invest time, attention and emotion in reading more, or watching a video, or booking a demo, because they stood in that assertive part of the spectrum and said things I can actually grab.