Nouns. I lead with the punch line.
Far too many companies and organizations lead with the benefits, the adjectives, and the scintillating catch phrases, forgetting to do one simple thing: tell your audience who you are and what you do using simple-to-understand nouns.
How many times have you read: We bring unparalleled results to your most thorny problems instead of We can fix your computer?
Unless your brand is Apple or Dell or Google, no one can actually hear what you are saying (or read what you are writing) if they don’t hear a noun.
Your organization is an airline, a computer technology company, a retail store, a nonprofit association that represents lawn mower manufacturers or something entirely different. But, it is something. Say it. And, say it early.