What to Say to Potential Customers: 5 Winning Lines (and 5 Pitfalls to Avoid)

When you talk about your business, you’re not trying to deliver a perfect speech—you’re trying to make it easy for someone to understand you, trust you, and take the next step.

Here are five things that consistently work, and five common pitfalls that make people tune out.

The top 5 things to say (that help customers choose you)

1) “Here’s what we do—in plain English.”

A simple description beats an impressive one.

Example:

  • “We help homeowners fix leaks and replace roofs.”
  • “We provide weekly and deep cleaning for homes and offices.”

Why it works: it removes confusion fast.

2) “We’re best for people who want ___.”

This filters the right customers in and sets expectations.

Example:

  • “We’re best for busy homeowners who want it done right the first time.”
  • “We’re best for sellers who want a clear plan and strong communication.”

Why it works: it positions you without sounding salesy.

3) “Most people call us when ___.”

This connects your service to a real trigger moment.

Example:

  • “Most people call us after storms, leaks, or missing shingles.”
  • “Most people call us before guests arrive or when life gets hectic.”

Why it works: it makes your service feel relevant right now.

4) “Here’s one proof point that makes us a safe choice.”

Pick one credibility signal.

Examples:

  • “Licensed & insured.”
  • “We’re a local, family-owned team.”
  • “We have 100+ 5-star reviews.”
  • “Same-week estimates.”

Why it works: people want safety and reliability.

5) “The easiest next step is ___.”

Give one clear action.

Examples:

  • “Text us for a quote.”
  • “Call to schedule a free estimate.”
  • “Scan to book.”

Why it works: clarity increases follow-through.

Top 5 common pitfalls (things not to say)

1) Don’t list 12 services in a row

It overwhelms people and makes you sound generic.

Instead: mention your main service and 1–2 add-ons if needed.

2) Don’t lead with jargon

Customers don’t speak in industry terms.

Instead: describe the outcome in customer language.

3) Don’t say “We’re the best” without proof

It sounds like marketing fluff unless it’s backed up.

Instead: share a specific proof point (reviews, years, warranty, process).

4) Don’t complain about past customers or competitors

Even if it’s true, it makes people worry you’ll be difficult to work with.

Instead: say what you do differently in a positive way: - “We communicate clearly and show up when we say we will.”

5) Don’t be vague about what happens next

“Let me know” or “Check out our website” is too passive.

Instead: give a direct next step: - “Want me to take a look? Text me your address and I’ll tell you what I recommend.”

Quick wrap-up

The best business conversations are simple: What you do → who it’s for → one proof point → one next step.

If you tell me your business type and city, I’ll write 3 versions of your “5 winning lines” (friendly, premium, and bold).