Fluffy messages are confusing and get ignored.
You want to be as direct and clear in your marketing messages as possible.
Check out this part of the homepage from Empathy Wines (founded by Gary Vaynerchuk):
Like many brands, they could have used paragraph after paragraph to describe how their wines go direct from farmer to consumer.
Instead, this simple image uses just 6 words to communicate their message.
Think about your how you communicate your own value. Where are you using ten words where two will do?
When you take out the fluff, you give more weight to the essential pieces that matter.