Five phrases best left out of content:
- “I’m going to prove to you” reeks of condescension.
- “Are you still using X company?” demeans the intelligence of anyone who is.
- “We don’t do rust removal/dessert/windows” encourages prospects to focus on your shortcomings.
- “We want” or “we’ve achieved” implies you are interested only in yourself.
- “We will answer your call personally at any hour,” or any other extravagant promise, is dangerous unless you’re positive you can deliver.