Most company content isn’t bad. It’s just… forgettable. In fact, a lot of what we call forgettable company content follows the same pattern.
Most companies say the right things.
High quality. Reliable. Professional.
Designed for performance. Built to last.
Nothing is wrong with it.
But nothing sticks.
Because the problem isn’t the writing. It’s that everything stays abstract.
You’re told what something is:
We provide high-quality workwear designed for durability, comfort, and performance in demanding environments.
But you’re never shown what it feels like.
Now compare that to this:
It’s 6:30 in the morning. A cold breeze hits your cheeks.
You’re already on site.
The flooring needs to be finished today.
The rest of the day, you’re on your knees, laying parquet flooring.
Measuring angles.
Cutting boards.
Clicking each piece into place.
Nailing the trim.Hour after hour.
The job is hard enough.
Your clothes shouldn’t be part of the problem.
Same product. Same message.
But one is information.
The other is something you can see.
The difference isn’t better words.
It’s concrete details instead of abstract claims.
People don’t remember descriptions.
They remember moments.
And most company content never creates one.
This is also part of a bigger problem in marketing — something I’ve written more about here: Why Most Marketing Fails (And How Story Fixes It).
So what can you do instead?
If you want your content to stand out:
- Don’t just describe what something is
- Show what it feels like to use it
- Turn abstract claims into concrete situations
- Think in scenes, not statements
Make it something people can see — not just something they read.
This is also where a lot of AI-generated content falls short.
It gives you structure.
But not experience.
And that’s what makes the difference.