Say What you Mean, and Mean What you Say
Why can't more companies be like this? Communicate the essence of what you're about:
What do we provide? Things that are all good.
What will your experience here as a customer be? Friendly.
"Good" and "Friendly" are both terms that are human-speak, not corporate speak, and communicate volumes in two simple words. Furthermore, this bakery (which I drive by every day) is absolutely consistent in their messaging - they use the "Now hiring friendly people" line every time. Sometimes they even accompany it with a big red and white balloon arch, perhaps when the labor market is tight!