You want a simple recipe for eliminating fluff and connecting with your customers? Talk less about we/us/I and talk more about you/your.

When you're talking about "we", you're almost certainly talking to hear yourself talk -- "We have an industry-leading solution with years of YOU DON'T CARE ABOUT THIS."

When you're talking about "you", you're probably addressing the customers needs and ways to get those needs satisfied. ("You can use Widget to flangle a foobar in less than 30 seconds, saving you time and getting you home to your kids faster.")