Why ‘Best in UAE’ (and other empty claims) Lose Client Trust and What to Write Instead

The saturated digital market is full of shouts, claiming to be the best, top-rated, and experts.

Bold claims, such as “best in the UAE” or “top-rated experts,” are everywhere, appearing on websites, social media, and in email subject lines.

But here’s the thing: they often do more harm than good.’

What if it actually undermines your credibility and loses the clients?  Instead of building credibility, these vague superlatives make potential clients hesitate.

When trust is still fragile, phrases like “leading” or “award-winning” don’t reassure; they raise questions.

And in a world where people have learned to tune out hype, trust is too valuable to risk.

In this post, we’ll take a closer look at why phrases like “the best” often backfire, what psychology has to do with it, and, most importantly, what to say instead.

You’ll also find simple, practical steps to shift your messaging toward something that actually builds trust with your clients.

The Psychology of Skepticism: Why Our Brains Reject "Best"

Ever wondered why bold claims like “the best in the UAE” often feel off, even when you’re not sure why? There’s a reason.

Actually, there are a few. Human psychology has a built-in resistance to vague superlatives, and it kicks in fast.

Here are three key principles that help explain what’s going on:

1. Cognitive Dissonance

When we hear something that doesn’t match what we already believe or expect, our brains create a kind of mental tension.

Psychologists call this cognitive dissonance. Rather than rethinking our view, we usually reject the claim, especially if it comes from a brand we don’t know yet.

So when an unfamiliar company says it's “the best,” the instinctive response is doubt, not curiosity.

2. The “Too Good to Be True” Filter

After years of being bombarded with exaggerated ads and inflated promises, most people have developed an internal filter, what some call a built-in “BS detector.”

According to a study published in the Journal of Consumer Psychology, when we hear an unproven or vague claim, the part of our brain that handles conflict and skepticism (the anterior cingulate cortex) lights up.

In plain terms, we receive an alert, but we're not impressed.

3. The Superlative Saturation

If everyone says they’re the best, the word stops meaning anything.

In most industries today, superlatives have become background noise, filtered out automatically.

And unfortunately, that noise pressures even thoughtful brands to join in. Instead of sharing real stories or meaningful evidence, they feel pressured to hype things just to keep up.

As Dr. Robert Cialdini, author of Influence: The Psychology of Persuasion, puts it:

“In a world saturated with exaggerated claims, the most powerful message is one that provides tangible evidence rather than empty superlatives.”

The Real Business Costs of Empty Claims

If you think generic phrases like “best” only risk being ignored, it’s worth taking a closer look.

These kinds of claims can affect your business in several concrete ways:

1. Eroded Credibility

Starting with a bold but vague claim can weaken everything that follows.

When your opening feels like an exaggeration, potential clients begin to question your actual offerings and pricing.

Remember, trust is fragile; your very first statement can either build it or break it.

2. Missed Opportunities to Stand Out

Calling yourself “the best” doesn’t help you stand apart. Instead, it blends you into a crowded field of similar claims.

By leaning on generic superlatives, you miss the chance to clearly explain what makes your business unique and how you approach things differently.

3. Attracting the Wrong Clients

Broad claims tend to attract customers who make decisions based on surface-level information.

These clients are often the least loyal and most price-sensitive, ready to switch as soon as another “best” option appears.

Building lasting relationships requires more than just bold statements.

4. Legal and Regulatory Risks

In many regions, including the US and EU, advertising standards require that claims be backed up with evidence.

For example, the Federal Trade Commission (FTC) regularly takes action against businesses making unverified “best” or “number one” claims.

This can result in fines and the need for corrective advertising, potentially harming your reputation and bottom line.

The Framework for Authentic Messaging

This doesn’t mean you shouldn’t talk about your strengths.

Instead, it’s about making those claims with clear evidence and meaningful context.

The strongest marketing messages answer the question:

“So what?” For every statement you make, ask yourself, and be ready to explain, “So what?” and “According to whom?”

If your claims can’t clearly answer those questions, they probably need a rethink.

The goal is to show your value, not just tell it, demonstrate what makes you different through proof and clear examples, rather than relying on vague statements.

Practical Alternatives to Generic Claims

Instead of leaning on vague superlatives, here are some practical and effective ways to communicate your value with clarity and authenticity:

1. Lead with Specificity and Data

Numbers build trust far more effectively than adjectives.

Rather than saying “best customer service,” share concrete facts like “average response time under 15 minutes” or “4.9/5 stars from 350+ reviews.”

These small but clear details give potential clients the confidence to believe in your claims.

2. Highlight Your Unique Differentiation

Generic labels blur what makes you unique. Instead, focus on what truly sets you apart.

For example, rather than calling yourself “the leading marketing agency,” say “we specialize in scaling D2C e-commerce brands using paid social ads.”

This not only clarifies your expertise but also helps clients quickly determine if you’re a good fit for their needs.

3. Focus on Client Outcomes

People want to know what results you deliver, not just what you say about yourself.

Describing yourself as a “top-rated consultant” carries less weight than showing real impact, such as “we help SaaS companies reduce customer churn by an average of 25%.” Shifting your message to outcomes puts the spotlight on what matters most to your clients.

4. Showcase Social Proof and Third-Party Validation

Trust grows when others vouch for you.

Self-praise rarely carries the same weight as recognition from credible sources. Instead of claiming to be the “number one pick,” reference external validation like “featured in [publication]” or “trusted by [well-known client].”

Third-party endorsements reassure clients by connecting your reputation to sources they already trust.

5. Embrace Aspirational but Actionable Missions

If you’re just starting and don’t yet have extensive data, focus on your vision and mission rather than making unproven claims.

For example, rather than saying “the best in town,” try “on a mission to make sustainable energy solutions accessible for everyone.”

This approach inspires confidence by clearly showing who you serve and what you stand for.

Implementing Your Trust-Building Messaging Strategy

Building trust through your messaging isn’t just about tweaking a few headlines; it requires a thoughtful, step-by-step approach:

1. Conduct a “Claim Audit”

Begin by reviewing all your materials, including brochures, ads, website content, and sales scripts.

Look for empty superlatives and bold claims. Track where these appear and whether they’re backed up with clear evidence.

2. Gather Your Evidence

Next, collect the proof that supports your claims. This could include data, case studies, awards, or testimonials.

Ask yourself: What specific results have you delivered? Which recognizable clients have you worked with?

Numbers and stories that demonstrate your impact are key here.

3. Rewrite Your Core Copy

With your evidence ready, revisit your most visible content, from your homepage headline to the “About Us” page.

Make sure every claim passes the “So what?” test and clearly communicates real value.

4. Train Your Team

Your messaging doesn’t stop at marketing.

Ensure that sales and customer service teams understand the new approach and can confidently share your story, supported by relevant evidence.

5. Implement a Validation System

Set up systems to continuously gather social proof, whether it’s reviews, case studies, or interviews with happy clients.

Keeping your proof up to date ensures your messaging stays credible and persuasive over time.

Conclusion

In a marketplace full of claims, standing out comes down to authenticity.

Trust is built through clear values, transparency, and concrete details, not empty superlatives.

Looking ahead, the businesses that will thrive are those that communicate clearly and back up their claims with evidence, rather than trying to outshout their competitors.

It can be challenging, but earning your customers’ trust means showing why you’re the best, supported by real proof.

Those relationships built on trust tend to last far longer than those won through hype.

So, what’s your first step? Open your website and read your homepage with fresh eyes.

Are you calling yourself “the best”? If so, do you have clear evidence to support that claim?

The journey to authentic messaging and loyal clients starts with that first honest revision.