A rose by any other name would smell as sweet. But the combination of words flowers often helps bring them to life in a new way. Adjectives also help here. I love adjectives because I feel they are keys to the reader’s visual image or emotional self-portrait. Let’s have some fun! A ‘general contractor’ can be described as many things but it’s safe to say that this phrase doesn’t quite capture the subtle undertones inherent with real live humans who perform this vital job description, especially if you happen to be one, or will be hiring one soon. It is great that this general contractor “wears” an Insured hat, but there are many things about working with a real live person – not just their business – which make them higher quality than simply uttering these common catchphrases out loud at random intervals during your pitch.