How Power Words Can Define Your Business

When it comes to your business, there are many ways you could describe what you do, who you are, and why a prospect should choose you. But in a world where competition is fierce, and prospect attention spans are short, you’ve got to know the key buzz words that get people excited about you and your company.

For most businesses, their power words are a part of their mission statements — their reason for being in business. And to provide my readers with some examples of how others are defining their businesses, last week I asked our contributors to give us a taste by responding to the question –

What are the 3 power words that describe your business, and what story do they tell about you?

My thanks to everyone who took the time to share the most powerful words they use to describe their businesses. If you are just starting out and aren’t sure how to define your new venture, my hope is that this post will give you some food for thought. Enjoy!

1. Power Words In The “Clean, Safe Water” Business

In the competitive internet marketplace, we have gained competitive advantage with these 3 attributes:

1) Values-Driven: All of our decisions & actions are driven by a set of core values. This includes major company initiatives & everyday business practices. At the top of our core values are integrity, excellence & innovation.

2) Agility: We are a fast-growing company, doubling in size this past year alone. That kind of rapid expansion requires great versatility by every team member. For example, customer service associates are cross-trained to serve in the warehouse to pack & ship as part of order fulfillment.

3) Service-oriented: Every aspect of our business is an opportunity to serve others. That means customers, of course. But it also means suppliers, shippers & partner charities.

Thanks to Karl Rist of WaterFilters.NET LLC

2. Reflect What You Are Offering

It is interesting that the most effective words tend to be “quick”, “easy” and such. Everybody wants a shortcut. But in my field those are often rip-offs, and I don’t play that way. I much prefer to use words like “sustainable” and “long-term success” or “long-term results”. These words better reflect what I do and how I work. They light a fire under much fewer leads, I would think, but they light a fire under the type of clients I want to work with. I guess the words you use have to reflect your own value proposition and your own target market.

Thanks to David Leonhardt of THGM SEO Consultants

3. It’s Not About ME!

Every business must be customer-focused. If you don’t provide individual attention to your customers they WILL find it with your competitors. So, if you are looking for buzz words to describe your business begin with words that describe your customer service ie: personalized service, customer support, one-to-one service, guaranteed customer satisfaction. Finally, depending on your business, clients like to know that they are dealing with the decision maker when doing business. Let them know YOU stand behind your work and are available. Nothing says “buy from me” better than “you’ll always be able to reach me no matter what the problem.”

Thanks to Vicki Donlan of VickiDonlan

4. I’m In The Story Telling Business

“Telling powerful stories.” These three words sum up the purpose and mission of my PR business, which is to help my clients communicate in an impactful manner with their target audiences, so that they gain credibility, visibility and recognition for the wonderful work that they do.

Thanks to Jane Blume of Desert Sky Communications

5. What I Do In Three Words

Collaboration, Strategy, Sustainable

Only through whole company collaboration is it possible to implement sustainability as a strategy versus the current tactical approach. Moving through the three stages of sustainability (from reduced resource use to value chain resource reduction to nurturing a healthy Earth through normal business practices) requires a dramatic, new, and different way of thinking. Changes this deep offer amazing new business opportunities, but only if collaboration is mastered as a cultural norm.

Thanks to Kathryn Alexander of Ethical Impact L3C

6. Free Ink Cartridges

Fortunately, I can sum up my company in three words: free ink cartridges. Everybody loves something for free and with the high cost of OEM ink cartridges, not many people realize they can actually get free ink. With several stores offering $2 for empty ink cartridges, you just have to find them in the $2 range. Sounds impossible? it isn’t.

Thanks to Izzy Goodman of Complete Computer Services

7. Successful Marketing Company

Innovative, Video, Marketing, The story that these words tell about my business is that we are innovative leaders in video marketing. We didn’t invent video but we improved on the marketing of video.

Thanks to Eula M. Young of Griot’s Roll Film Production & Services Inc.

8. Rewarding, Valuable, And Free

Three power words that describe our business best are Rewarding, Valuable and Free. “Free” is applicable because we post freebies from around the web on our site every single day. We’re “rewarding” because we also run giveaways for our sponsors all the time and award a wide variety of prizes to our visitors who participate by spreading buzz. Finally, “valuable” is an appropriate adjective because we provide our followers with the most valuable information (i.e., where to get free stuff). Everyone loves free things so we give folks the ability to accumulate as much free stuff as possible and to get rewarded by being entered in our giveaways for chances to win some cool prizes like watches, designer sunglasses, or electronics in exchange for spreading the buzz about our partners.

Thanks to I. Aronovich of Awardable


Connections. SuperStardom. Community. We plug you in to the folks you need to know. We help you become even more of a superstar. And then we help you build a cyber stadium of adoring fans.

Why? You already know how to make the world a better place. ECO will give you a bigger world to change and then help you do it.

Onward and Upward!

Thanks to Linda Hughes of Entrepreneur Community Online, LLC

10. Informative, Bargains, Free

If we had to think of three power words that describe our business they would be informative, bargains, and free. We provide an informative service for finding government auctions around the country. Participating in these auctions (whether live or online) is an easy way to buy government seized and surplus items like cars, electronics, and jewelry at a bargain. Best of all we provide our information service completely free to everyone. “Free” is actually the most powerful word that describes us because — over the years — the consumer has been conditioned so that nothing resonates with him or her like something that’s FREE.

Thanks to Dahlia Roth of Free Government Auctions Info at

11. Bold, Results-oriented, and Effective

Bold – this describes my approach to life in general and to mentoring in particular. I love challenges because they help us stretch and grow. Often, we have to be bold to step up and embrace them. This is what I inspire participants in my training and mentoring programs to do.

Results-oriented – I am nothing if not practical! Theory is great, but what I and everyone else in this topsy-turvy world need are solutions to problems, and the quicker, the better! This is what I strive to provide for my clients.

Effective – It’s important to realize that “one size does not fit all” when it comes to time management solutions. General principles must be tweaked to fit specific situations to be maximally effective. This is sometimes like solving a puzzle. As indicated above, I love a challenge!

Thanks to Monique Y. Wells of Understanding Time Management

12. Pull Them In

Our family rental business was: “REBATE Rent-A-Car”. It told you, rent your cars from us & you will get a ‘Rebate’

Our publishing company name is: “SERVING The People Press” and when starting out, when others heard about it, they wanted to contribute to it however they could. The firm that built our website said, “Why wouldn’t we want to be a part of it?” and did it for their costs. The designer of the site, & the book and who did a phenomenal line by line editing, also worked for cost.

Our contracting business name is “CHEM Construction II Corp’ that draws endless calls for chemicals and opens the door to all the things we do.

In summing up the key words I have utilized to draw customers:

Thanks to Harris Glasser of Serving The People Press LLC

Thanks so much again to all our wonderful contributors for sharing the power words that define your business! We hope to hear from you again. And to all our readers, if you have an innovative idea to share, we hope you will leave it in the comments below.


If you’d like to receive my weekly announcements of new blog opportunities, please sign up for my special Question of the Week list.


If you have a question that you would like to see addressed on my blog please leave it in the comments below, and your topic might be featured on an upcoming post.

Thanks for reading!


You’ll love my newsletter. Get Blog Updates, PLUS –

  • Early notification of upcoming program launches and educational events,
  • Special “subscriber-only” discounts, invitations and previews, and
  • My Ltd Edition Ebook, Top 10 Strategies Super-Women Use to Stay Super-Fueled



  1. Posted May 29, 2012 at 10:25 pm | Permalink | Reply

    Great article, Shannon. I find it amazing when reviewing clients’ strategic plans, web sites and other peripheral pieces that they fail to understand the power of telling their story through power terms. Everything is about the client and potential clients and needs to be approached from their point of view, their pain points and the always important WIIFM perspective.

    • Posted May 30, 2012 at 6:12 am | Permalink | Reply

      Thanks so much for your great comment! I agree. We want to sensitive and communicate in terms of what our potential clients seek, but not without tooting our own horn in the process. 🙂

Post a Comment

%d bloggers like this: