What Does That Even Mean?

You've defined your value proposition. Your audience is clear. But your copy makes no sense.

Classic case: "ultra-hyper-multi-level-super-retargeting solution." The only word doing real work there is "retargeting." Everything else adds volume without adding meaning. It doesn't differentiate you. It doesn't make you memorable. It just makes people ask the question in this post's title.

This happens for a few reasons. Sometimes it's buzzword ambition: the more tech-sounding terms, the more credible it feels. Sometimes it's an attempt to out-jargon a competitor who said it better first. Sometimes it's just habit, industry language that leaked into the messaging and nobody stopped to question it.

But here's the test: would your audience actually understand it? Would they search for those words? Nobody Googles "ultra-hyper retargeting." The answer is no.

The good news: you're probably closer than you think. Pivot. Say it differently. Go back to the value proposition, write it all out in plain language, every benefit, every pain you solve, every user outcome, and only then edit for clarity and concision.

Your value needs to be clear. Adding words to sound slicker makes you harder to find, harder to understand, and easier to ignore.