Why Prospects May Not Understand Your Pitch (Even If It’s Good)
Photo by Jonas Gerlach
One of the biggest pitfalls I see in how most agencies talk about themselves is their over-reliance on high-level abstractions, which are vague or generalized statements that sound important but don’t clearly communicate value or meaning.
They’re phrases like “we take a data-driven approach to problem-solving” or “we relentlessly pursue results for our clients.”
These phrases give the impression that they say a lot, when in fact, they say very little. And yet, we rely on them instinctively. I mean that literally. It’s how our brains work.
What you do for a living — generating ideas, distilling insights, solving problems creatively — is inherently abstract. So naturally, you use the neocortex, the part of the brain responsible for complex reasoning, to describe what you do.
But that’s not the part of the brain your prospects use when trying to make sense of what you’re saying.
Instead, they rely on the amygdala, or “lizard brain.” That’s the part responsible for fast, emotional, instinctive reactions. When it hears abstract language, it doesn’t try to interpret it. It just tunes it out.
Which, in my opinion, is one of the reasons so many agencies struggle to communicate clearly with the very prospects they want to work with.
Now, I’m no neuroscientist, but I’ve written more about this idea if you're curious.
This all got me thinking about the kinds of phrases I hear agencies use all the time. So I pulled together a few common examples, along with some more specific alternatives. And then as an experiment, I asked my GPT to offer me some alternatives.
Some of them are better than others, but even the rougher ones communicate more than their high-level abstraction cousins. (I also thought it was a good illustration of how AI can help us push past our worst tendencies and tighten our messaging).
So for your consideration, here are 10 high-level abstractions and what to say instead.
1. “Client-first process”
We’re so eager to reassure the client that they’ll be at the center of everything. But does it set the stage for a dysfunctional relationship?
Wouldn’t a more accurate and compelling message be:
We assign a dedicated point of contact who knows your business and is empowered to make decisions
We won’t force you into a rigid agency process that ignores your realities
We flag issues early so there are fewer surprises and no last-minute scrambles
2. “Relentless problem-solving”
Thanks to my career in advertising, I’ve grown to truly despise the word relentless. Merriam-Webster defines it as “showing or promising no abatement of severity, intensity, strength, or pace.” Unless you’ve got a team working in shifts 24/7, it’s just not true.
What you might mean is:
We don’t give up when the first idea doesn’t work
When internal alignment is tough, we offer options tailored for different stakeholders
You won’t have to micromanage us. We’ll bring solutions, not problems
3. “Strategic thinking meets creative execution”
If you offer both strategy and creative, I don’t doubt your clients benefit from it. But this phrase doesn’t communicate how or why.
Consider describing the process more specifically:
We don’t start design until we’ve reviewed the brief against customer insights and business KPIs
We don’t start design until we’ve reviewed the brief against customer insights and business KPIs
You’re not hiring separate teams. We integrate strategy and design from the start
4. “We’re obsessed with results”
Another cousin to the “relentless” family, this one can come off a little intense. Obsession is defined as “a persistent, disturbing preoccupation.” Not exactly comforting.
What you likely mean is:
Before launch, we build a measurement plan that includes conversion, cost, and lifetime value
We deliver campaign performance recaps within 48 hours of major milestones
Our success is tied to demonstrable improvements in your business
5. “Holistic brand building”
I agree. A brand is stronger when managed as a complete system. But “holistic” is a word that’s been overused to the point of abstraction.
Try saying instead:
We audit every brand interaction — from packaging to onboarding emails — to ensure consistency and clarity.
Messaging, design, and strategy are aligned, not siloed
We help your internal teams apply the brand consistently, whether they’re writing an email or designing a landing page.
6. “Full-service capabilities”
Sure, it may be true. But “full-service” is another phrase that’s been rendered meaningless by overuse. And yet the value is real. So let’s say that:
You don’t need to manage multiple vendors
We run creative, media, and analytics in parallel so your campaigns go to market faster
We scale up or down based on your needs and internal resources
7. “Data-driven decision making”
This one’s tricky. Everyone says it. But unless you explain how, it raises more questions than confidence.
Better to say:
You won’t be asked to approve creative or media buys without evidence
We test messages and creative before launch to make sure they’ll land
Every monthly report includes the data that led us to our decisions
8. “Human-centered creativity”
Even in the age of AI, or maybe because of it, emphasizing the human element of creative work is a competitive advantage.
Just explain what that means:
We base creative on audience insights, not assumptions
We do research like interviews, personas, and journey mapping and validate ideas with customer input
We prioritize clarity, relevance, and emotional resonance
9. “We become an extension of your team”
As a career business development person, I’ve always felt this line sounds like something you say just to close the deal. But if it’s actually how you work, tell them what that looks like:
We integrate with your internal workflows like Slack, Asana, or Trello
Transparency is high. You’ll always know what we’re working on
We tailor our communication cadence to match yours — daily, weekly, or just-in-time before your board meeting
10. “We future-proof your brand”
This touches on a real challenge for CMOs and other senior marketers. They’re tasked with planning for what’s coming, not just what’s now.
Make it more concrete:
We run quarterly trend scans across your industry, culture, and adjacent categories to spot shifts early
We build messaging frameworks and design systems that can flex across formats and markets
We stress-test creative ideas against long-term brand goals, not just campaign metrics
And while these alternatives may already sound better than the high-level abstractions we started with, they're made even more meaningful with additional context. Don't shy away from offering your prospects specific examples and anecdotes about how these approaches work in real-time. It adds clarity and clarity builds trust.