You’re at a party. An attractive, well dressed woman (or man) walks up to you from across the room.
The first words out of her (his) mouth are, “I am the best looking person here. In fact, I am second to none. Why? Because of my commitment to excellence and proprietary approach to personal grooming. My past boyfriends (girlfriends) agree, I really am best in class. Let me tell you about what sets me apart from the other women (men) here.”
Why would this approach be so absurd in real life, and yet remains the status quo for professional services marketing?
Forget the marketing cliches and platitudes, and instead keep in mind that your home page, sales letters and proposals are going to be read by humans.