Claiming superiority without evidence triggers skepticism because buyers have been trained by years of inflated marketing claims to distrust superlatives. Saying "we're the best" is an assertion no buyer will accept on its own, and stacking vague descriptors only accelerates the loss of credibility.
Generic "jargon propositions" are everywhere and meaningless. They do not help buyers understand the offer. When buyers encounter language like "the very best quality money can buy," they lose confidence that the company will be straightforward about anything. In a market saturated with AI-generated content, buyers retreat to what feels real, verifiable, and human. Credibility replaces polish. The alternative to claiming "better" or "different" is demonstrating it through specific, sourced evidence. Giving sources increases trustworthiness because customers can validate claims based on the company's track record of citing evidence rather than making declarations.