From BusinessWeekOnline:
Not only do magic advertising words not exist, several of them actually work against you. Here [is one of] five advertising words you should never use:
Service
Have you ever heard an ad promising lousy service? Of course not, which is the reason why claiming good service just falls on deaf ears. It's funny, but the companies that make the claim of good service the most tend to be those that deliver it the least.
Of course, most organizations do have sincere intentions to provide outstanding service and commonly cite Nordstrom as the example to which they aspire. But Nordstrom is Nordstrom for a reason - the company's entire culture and identity is built around the service concept. Nordstrom is the exception, most companies can't get there from here, and simply promising great service won't make it happen.
