They matter because your prospective clients aren’t mind readers. And they’re in a hurry. So, they need you to get to the point.
Think about it. There’s a world of difference, between measurable outcomes and superb results. Wasting 50 grand of your client’s money is a very measurable outcome – but it’s not a superb result! However, we see vague nonsense like that in marketing messages every day.
The key is to aim for clarity and impact. And only use as many words as necessary. (I used fewer than 90 words here).