Five phrases best left out of content:

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