When writing, do not use superflous words (mainly adjectives) to describe what you do. For example, do not say “the premier home theater company in Texas.” You should say “We are a home theater company in Texas” and let your actions and work illustrate how you are premier.
I saw a web design website the other day: Infoserve Media. One of their tabs was “Professional Web Design.” Why not “web design?” They should let their work speak for itself.
Superlatives never really make you sound better…it just makes you sound arrogant, pretentious, or desperate. Thus…
Point Two: Let your words and designs speak for themselves and do not use unneccesary adjectives.