Nothing makes me cringe more than reading, "we do excellent auto-body repair" or, we have "the best fish oil supplement on the market."

If you are using these overt efforts at praising your own products or services, I respectfully ask you to stop. At best, you're doing nothing for your sales. At the worst, you are hurting them. Here's why

Nothing Is More Vague and Meaningless As An Empty Adjective Like "Excellent" or "Best"

When I read that Shirley's Restaurant serves "the best" baked potatoes, it meant nothing to me. "Best" is claiming they are superior to any other, but it offers no reason for me to believe.

How about

At Shirley's, we use only organic Yukon Gold potatoes. Even if you usually leave potato skins discarded on your plate, you'll find our "unsprayed" variety impossible to pass up. Plus, the potato is a Canadian original--not genetically modified. The savoury taste is what my grandfather enjoyed when he started farming potatoes on Prince Edward Island in 1850.

At Shirley's, we slow bake our potatoes at 335oF. This allows the subtler flavours to be released. You won't ever see one of those fancy high-speed steamers near any of our Yukon spuds. And if one of our cooks ever dare place a potato in the microwave, they'd quickly be demoted to dishwasher.

"We are also careful not to leave them in the oven too long. Just ten extra minutes will destroy vital nutrients, steaming away that fresh baked potato taste.

Our promise is that you'll never be served a potato that's been out of the oven for more than 30 minutes. Any surplus we have goes into making hash browns or shepherd's pie. You may have to wait 10 or 20 minutes for a potato at Shirley's, but if after taking the first bite, you can't honestly tell us it wouldn't have been worth a 60 minute wait, you won't be billed.

But you'll already know this to be true, as you sit at your table smelling your spud nearing perfection.

Okay, Here's All The Subtle Factors Going On Behind Our Baked Potato Copy

I start off by mentioning that Shirley only uses potatoes that are organic and non-genetically modified. In saying so, I'm indirectly pointing out that all the other restaurants are serving "altered" potatoes that contain poisons. People prefer "real" food, and understand it tastes better. Two points for Shirley.

Then I talk about how Shirley uses slow-baking methods. Again, suggesting that most her competition probably uses "fast food" technology. Another point for Shirley.

More proof is added by stating that you'll never be served a potato that's been on the warming pan for more than 30 minutes. You know you're getting fresh baked.

Finally, a guarantee is offered. Not only does it take away the risk for the customer, but shows them how much they believe in their product.

You Don't Have To Tell The Reader Let Them Come To Their Own Conclusion About The Quality of Your Product or Service

You'll note, nowhere do I say that this is "the best" baked potato you can experience. Nonetheless, the reader will certainly begin to think that on his own. Not only will it convince a targeted prospect, but it may persuade him to reserve his table immediately.

The same holds true for anything you want your customers to know. Don't tell them it's great, show them. Pictures may help, but they are only a limited one-sense experience. Through words you can speak to all five senses. Let them draw their own conclusions about your product.

Look what we just accomplished with a simple baked potato. Imagine what will happen when we mention the cheeses and sour cream mixtures Shirley serves on top