Let me guess, the company you represent is the leading provider of blah, blah, blah, with a long-standing track record and a commitment to excellence that is second to none. If so, join the club, as competitors have been trying to out-describe each other for years.
Everyone claims to have the best products, REALLY. In fact, our offerings are not only BETTER than the competion, we TRULY are the leader in the industry. Especially if you like adjectives, these three (Really, Truly, & Better) have become staples of corporate mediocrity, to the point where these words are generally discounted by potential customers as hype and fluff.
ABC Company Press Release: Our products and services are truly the world’s best. In fact, our new launch offers better features and experts say they will really change the way customers do business.
…a few days later…
XYZ Company Press Release: Truly, we can now say that our products and services are the world’s finest. Our product offerings are better and they really will change the way customers do business.
Other words and phrases that should be stricken from the sales vernacular include paradigm-shift, industry-leading, cutting-edge, groundbreaking, touching-base, game-changer, and “coffee is for closers.”