# Say What the Product Does

**NEVER** · **ID:** `content-impeccable-marketing-buzzwords` · **Category:** content
**Source:** [impeccable](https://impeccable.style/)
**Interactive version:** https://ui-guides-agent-rules.netlify.app/principles/content-impeccable-marketing-buzzwords

> NEVER: Ship generic SaaS phrasing — "streamline your", "empower your", "supercharge", "unleash the power", "best-in-class", "industry-leading", "world-class", "enterprise-grade", "next-generation", "cutting-edge", "seamless experience", "harness the power" (~30 blocked phrases, any single hit fires). If the sentence would fit a CRM, a CDN, and a coffee machine equally well, replace it with a specific verb and noun. Same for 3 or more manufactured-contrast lines ("Not a feature. A platform.").

Replace generic SaaS phrases with a specific verb and noun from the actual product

impeccable ships a literal blocklist of roughly 30 phrases and fires on any single hit: "streamline your", "empower your", "supercharge your", "unleash the power", "best-in-class", "industry-leading", "world-class", "enterprise-grade", "next-generation", "cutting-edge", "transform your business", "revolutionize", "game-changer", "mission-critical", "future-proof", "seamless experience", "seamlessly integrate", "harness the power", "trusted by leading", "built for the modern". The test is interchangeability: if the sentence would fit a CRM, a CDN, and a coffee machine equally well, it says nothing. A companion detector, aphoristic-cadence, fires at 3 or more manufactured-contrast constructions ("Not a feature. A platform.").

## Bad — do not do this

`content-impeccable-marketing-buzzwords-bad`

```tsx
// A slice of impeccable's ~30-phrase blocklist. The detector fires on ANY single hit.
const BLOCKLIST = [
  'streamline your',
  'empower your',
  'supercharge your',
  'unleash the power',
  'best-in-class',
  'industry-leading',
  'world-class',
  'enterprise-grade',
  'next-generation',
  'cutting-edge',
  'transform your business',
  'revolutionize',
  'game-changer',
  'mission-critical',
  'future-proof',
  'seamless experience',
  'seamlessly integrate',
  'harness the power',
  'trusted by leading',
  'built for the modern',
];

const HEADLINE = 'Supercharge your workflow';
const SUBHEAD =
  'A best-in-class, enterprise-grade platform that lets your team seamlessly integrate cutting-edge tooling and transform your business.';

const PATTERN = new RegExp(`(${BLOCKLIST.join('|')})`, 'gi');
const matches = `${HEADLINE} ${SUBHEAD}`.match(PATTERN) ?? [];

function Highlighted({ text, className }: { text: string; className: string }) {
  // String.split with a capture group yields [text, match, text, match, ...]:
  // every odd index is a blocklist hit.
  const parts = text.split(PATTERN);
  return (
    <p className={className}>
      {parts.map((part, i) =>
        i % 2 === 1 ? (
          <mark key={i} className="rounded bg-error/15 px-1 text-error">
            {part}
          </mark>
        ) : (
          <span key={i}>{part}</span>
        ),
      )}
    </p>
  );
}

export function ImpeccableMarketingBuzzwordsBad() {
  return (
    <div className="space-y-3">
      <div className="rounded-lg border border-border bg-card p-5 text-center">
        <Highlighted
          text={HEADLINE}
          className="mb-2 text-2xl font-semibold leading-tight text-foreground"
        />
        <Highlighted
          text={SUBHEAD}
          className="mx-auto max-w-[46ch] text-sm leading-[1.6] text-muted-foreground"
        />
      </div>

      <div className="flex flex-wrap items-center gap-2 text-xs">
        <span className="rounded border border-border bg-muted px-2 py-1 font-mono text-error">
          {matches.length} blocklist hits
        </span>
        <span className="text-muted-foreground">detector fires on any single hit</span>
      </div>

      <p className="text-xs text-error">
        Read the hero and try to say what the product does. You cannot, because none of these words
        name a verb or a noun from the actual domain: they would fit a CRM, a CDN, or a coffee
        machine equally well. That interchangeability is the AI tell.
      </p>
    </div>
  );
}
```

## Good — do this

`content-impeccable-marketing-buzzwords-good`

```tsx
const BLOCKLIST = [
  'streamline your',
  'empower your',
  'supercharge your',
  'unleash the power',
  'best-in-class',
  'industry-leading',
  'world-class',
  'enterprise-grade',
  'next-generation',
  'cutting-edge',
  'transform your business',
  'revolutionize',
  'game-changer',
  'mission-critical',
  'future-proof',
  'seamless experience',
  'seamlessly integrate',
  'harness the power',
  'trusted by leading',
  'built for the modern',
];

const HEADLINE = 'Deploy a Postgres branch in 400ms.';
const SUBHEAD =
  'Every pull request gets a full copy of your database, seeded with production schema. Merge it or throw it away. You are billed for storage, not for the copy.';

const PATTERN = new RegExp(`(${BLOCKLIST.join('|')})`, 'gi');
const matches = `${HEADLINE} ${SUBHEAD}`.match(PATTERN) ?? [];

export function ImpeccableMarketingBuzzwordsGood() {
  return (
    <div className="space-y-3">
      <div className="rounded-lg border border-border bg-card p-5 text-center">
        <h3 className="mb-2 text-2xl font-semibold leading-tight text-foreground">{HEADLINE}</h3>
        <p className="mx-auto max-w-[46ch] text-sm leading-[1.6] text-muted-foreground">
          {SUBHEAD}
        </p>
      </div>

      <div className="flex flex-wrap items-center gap-2 text-xs">
        <span className="rounded border border-border bg-muted px-2 py-1 font-mono text-success">
          {matches.length} blocklist hits
        </span>
        <span className="text-muted-foreground">specific verb + specific noun</span>
      </div>

      <p className="text-xs text-success">
        A concrete verb (deploy), a concrete noun (a Postgres branch), and a number you could hold
        the product to (400ms). Nothing in this copy could be pasted onto a different product, which
        is exactly the test. It also avoids the companion tell, aphoristic cadence: no manufactured
        contrasts like &ldquo;Not a feature. A platform.&rdquo; stacked three deep.
      </p>
    </div>
  );
}
```

## References

- [impeccable](https://impeccable.style/)
- [pbakaus/impeccable](https://github.com/pbakaus/impeccable)
- [Google Style: Word list](https://developers.google.com/style/word-list)