Self-congratulatory language doesn’t cut it in today’s marketing. Saying “I’m great” doesn’t make it so. In fact, as Michael Maslansky says in The Language of Trust, using superlatives to describe yourself or your company makes you less believable.
Maslansky’s example of ads saying simply “State Farm is there” instead of “State Farm is the most awesome insurance company ever” made sense to me. Maslansky says “Plausible messages don’t tell audiences what to think; they focus on the right information…”