Client's don't listen to Cliches
Of course you are "committed to excellence". Of course you have "a tradition of quality service."
Of course you are "responsive". And of course, you have become - in nineties-speak - "proactive" and "cost-effective".
But really: When a company pitches you that story, do you even try to catch it? Do you listen? Do you trust them? No, no, no ?
Morale : You don't listen to cliches. Your clients won't either.