You won’t feel like you’re lying when you say you’re ‘best’, ‘leading’, ‘quality’ or ‘innovative’.

But for two reasons, it sounds like you’re lying.

First, you don’t commit to expressing clear, current, consistent and compelling credentials.

Second, your competitors use one or more of these words too. And because you can’t all be leading, I don’t believe anyone.

Either way, don’t list imprecise, ubiquitous words.

Instead, unearth why you’re ownably different and better. Then, using words only you use, say only that. Over and over. Bravely and creatively.

That way, you’ll stand out and be believable at the same time.

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