Meet EAT.

EAT is a small, family company dedicated to quality food. The company excels at telling (and showing) people clearly and succinctly why should they buy from them. And that makes a huge difference in today’s marketplace because, as Jason Fried of 37signals says, “The real winners in business are going to be the clear companies. Clarity is what everybody really wants and appreciates.”

My 2¢: Chances are, your potential customers have a small set of words that summarize what they really care about. Do you know what those words are?