Over the years, I've found that one of the keys to success in the business world, and in life more generally, is being authentic. No one really likes a show off. People eventually see through you if you're trying to oversell, hiding something, or just flat out making stuff up.
Granted, my job as a marketer is to make my clients look good, but it's important to do that in a way that is legitimate, accurate and genuine. Put your best foot forward, absolutely. But be honest.
Recently, a client asked me to come up with a voice for their website. They wanted to have a more personal tone, not sound overly technical, avoid filling up sentences with superlatives, and be relatable. That's perfect! Authentic.
Yes, we want to communicate what makes your fill-in-the-blank (product, company, service) the best, but just proclaiming in a very loud voice over and over that "IT'S THE BEST" (or most innovative, or ground-breaking) doesn't cut it. Potential customers know you're going to say that, but what they really want to know is WHY. Make sure your marketing messages resonate with your audience. Promote relationships built on trust. Be authentic.