It's maddening how certain phrases are so ubiquitous in marketing copy...yet they mean absolutely nothing. Do any of these ring a bell?
"...is the leader in..."
Why, exactly, are you a leader? Can you spell it out? (If so, you'll gain much more credibility.)
"...offers only the highest quality..."
How so? What, exactly, do you mean by that? Everyone says that, so what makes you any different? (If you can be specific, you'll gain credibility and memorability.)
"...state of the art..."
How is "state of the art" beneficial? What do you mean by that, anyway?
In short...be SPECIFIC and avoid generalities in your copy. Your website, brochures, etc. are not about "chest beating," they're about communicating a specific message to your target prospect.
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