We know that we have seconds to capture the interest of a potential client.
Knowing this, our instinct is to bombard a potential client with as much information as we can while we have their attention.
The mistake we make here is that we dilute, confuse and alienate said potential client.
At the recent web2.0 conference the message that stuck to me the most was not even part of the conference. It was a display outside a shop on the way to the conference of 3 stacked boxes that read "We Sell Boxes"
They did not try to sell it as "Environment friendly, recycled, natural dyed, fair trade, pre-assembled containers for personal and corporate use"
Anybody who walked past this display knew exactly what they sold, they sold boxes.
If I really wanted to buy a box that day, I would have gone into the shop and asked the sales person (once they came back from their break) about the recycled pre-assembled nature of the boxes on sale.
If I did not want to buy a box but suddenly needed a box, I would remember I saw a shop that sold boxes (especially since I took about 10 photos of their display).
So what does this have to do with Web2.0 and social media?
Well everything...
The first message a prospect sees should state exactly what you do "We sell boxes". Once they have aligned their needs to your offering they will engage with you and a more meaningful discussion can follow.
Conclusion
No matter what your bells and whistles are, in B2B Social Media a prospect will not engage unless their needs align with your offering. So tell then straight up what you do and save the fluff for later.
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