Before anyone cares what you do — they need to believe you mean it.
But most “what we do” blurbs try to sound impressive… and end up sounding like everyone else.
AI can help. But only if you give it something real to work with.
In this lesson, we’ll show you how to rewrite your “what we do” without buzzwords, jargon, or vague promises.
The trick? Start from what it feels like to work with you — not what it should sound like.
A word from Peron
Everyone thinks writing “what we do” should be easy.
It’s not.
Because the second you try to sound clear — you start trying to sound good.
And that’s when it turns into noise.
“We deliver tailored solutions to help you achieve growth.”
What does that even mean? Who’s the “you”? What’s the growth?
AI can help you with this.
But first, you need to show it something real.
Example: Lazy vs. Real
Lazy:
“We empower purpose-driven founders to unlock their potential.”
Generic. Buzzwordy. Can be copy-pasted into any website.
Better:
“We help business owners fix what’s not working — so their offers actually sell, and their time starts to feel like theirs again.”
It sounds like someone who’s been there.
Lazy:
“Helping you scale with clarity and confidence.”
Overused. Unclear. Nothing about it is unique.
Better:
“We sit down with people who’ve tried everything — and build a way that actually fits them.”
That’s a sentence you could say out loud. And mean it.
Don’t try to sound like “a business.”
Try to sound like yourself — but 10% clearer.
Not smoother.
Not fancier.
Clearer.
And yes, AI can help — if you start it in the right place.
Start with a moment: what your clients are feeling before they work with you.
Then a shift: what they say after.
That’s what we want to write down.
Try This Prompt in your LLM
Copy & paste this into your favorite AI tool — ChatGPT, Claude, Gemini, etc.
Answer the questions it asks. Don’t settle for the first output. Push it one step closer to your voice.ur favorite AI tool — ChatGPT, Claude, Gemini, etc. Answer the questions it asks. Tweak the result.
I want to rewrite the “what we do” paragraph for my website or LinkedIn.
Right now, it feels vague, generic, or overpolished.
Help me write 2–3 sentences that feel grounded and real.
Please ask:
– What actually happens when someone works with me?
– What problems do I help them solve, in real life?
– What do clients often say after we’ve worked together?
Once I answer, write 3 options that:
– Sound like a person, not a brand
– Avoid buzzwords, mission-speak or “unlock your potential” language
– Could be said out loud in a real conversationFinal Thought
Your “what we do” isn’t about describing the work.
It’s about helping someone feel the moment they say:
“That’s exactly what I need.”
Write it like you’d say it.
And mean every word.
Still feel unclear about your business?
You’ve tried a lot.
Some of it worked. Most of it… didn’t.
And it still feels like too much effort for too little traction.
It’s not about doing more.
It’s about doing it differently.
This call helps you see where you are —
and what’s actually worth doing next.
No pitch. Just clarity.
