All You Need to Confidently Design, Test, Measure and Monitor. For more than sixty years, engineers have turned to ”the company”  for test, measurement and monitoring instrumentation to solve design challenges, improve productivity and dramatically reduce time to market. You can always count on us to give you the domain expertise, innovation, performance, practical advice and quality you need.

That’s 396 characters including spaces. Takes 30 seconds to read. Good for web, highest level value proposition. Let’s analyze:

All you need = we provide you with everything you need, hardware, software, service, support, people etc.

Confidently = many company do the same, but in our results you can trust, why?

More than 60 years = evidence, reassurance, testimonial, don’t just listen to us, look at your peers

Solve design challenges = what the company does

Increased productivity and reduced time to market = the value proposition (not unique)

You can always count on us = yes we are a company, but more importantly we are people, not a pile of bricks

Domain expertise, innovation, performance, practical advise and quality = the highest scoring differentiated brand attributes

Practical advise = we are people, who are here to help you out

As you can see from the above, every single word means something, either explicitly or implicitly, and every word chosen is done so for a very particular reason.