I don’t care how you phrase it.


We’re results-driven! Results-oriented! Focused on results!

Eliminate it from your website and all marketing materials.

Oh, but you DO care about results? Of course you do. That’s pretty much baseline for being in business. If you’re showcasing a prereq for being in business to try and set your firm apart, it’s not going to work. Caring about results is not impressive; it’s basic.

If you have some concrete way to back up how much you care, that’s an improvement. For example:

We guarantee you’ll get X result in Y months or we’ll give you your money back!

The problem is in professional services the results often depend as much on the client as they do on your work, so guaranteeing results is risky. And do you really want the kind of clients that are looking for a money-back guarantee? Probably not.

Instead of talking about how you feel about results, show what you’ve actually accomplished. Talk is cheap, feelings are fleeting, and the only thing that really matters is what you’ve done. In other words: show, don’t tell.

Use case studies, portfolios, testimonials - show the impact you’ve had on your previous clients. Don’t say a word about how you feel about results, just put them out there.

And then you know what’ll happen? Your prospects will know that you really, truly care about results, and that you can actually achieve them. That’s a great way to start a relationship.


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