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Are your tag lines off-putting?

The tag line under a colleague’s email signature declared something self-aggrandizing. It was off-putting. Some anoint ourselves “America’s #1 …” or “UK’s leading …” or “Asia’s best …” or whatever. This does, in fact, the opposite of what we intended for many of our potential clients. We’re hoping they will be impressed, but the savvy ones know it’s just a title we bestowed on ourselves. Instead of impressive, it looks desperate. Just like listing that...

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