"We provide our customers tools to help them succeed." That seems like an overly general phrase. Using the generic 'customer' seems like a cop-out, since it f

"We provide our customers tools to help them succeed." That seems like an overly general phrase. Using the generic 'customer' seems like a cop-out, since it feels like you haven't really asked yourself which market you're making your product for. "Help them succeed" implies to me that you haven't really figured out the tangible benefit to the customer, which in turn means that you're in a really weak sales position. Let's say you worked for a company making pie chart software. That phrase could apply, or something more specific like "We provide middle-managers with pie chart software to help them impress their bosses". A good sales pitch follows directly from an understanding of who you're selling to, what they want, and how your product gives it to them.