Your research on the company and how your skills are perfect for the role. Reference the job description and detail how your background will can lend itself to the company's success.

Not having an answer. There is one! Do not appear as if you don't know the company, the role, or your own background. The interviewer wants to hear positive information about why you are a good fit. In general, when we speak of what to "stay away from," we mean to continually focus on positive information that will encourage the interviewer to understand you really are the perfect fit!

"I have done extensive research into XX company, and I am very interested in a role within the XX industry. My background and skills speak directly to [mention specifics from the job description]. I have great enthusiasm for the industry and know I can make a difference by supporting leadership to be more effective and productive, saving time and money."