Making braggadocios statements like, "We're the best!" or. . . "There's none better!" on your website is pointless. First of all, it conjures up thoughts of your cousin Buford who always does you one better -- and makes sure you (and everyone else) know about it!

And second, it's not convincing. The quote at the top of this article is profound. Think about it. Isn't it true that if someone TELLS you how great they are at tennis, you remain pretty unimpressed? BUT if they take you out and DEMONSTRATE their tennis skills, there's no room for doubt!

That brings me to my marketing point. Find ways to demonstrate your expertise. Discover methods for showing how you do business, conduct yourself, know what you're talking about, etc.

-> I started over a year ago, publishing a printed newsletter entitled "Marketing Insight." In it, I write (demonstrating my writing ability) useful, applicable marketing tips (demonstrating my knowledge & experience in marketing) that my readers can benefit from -- whether they hire me or not. It brings me new clients every time I send it out.

The key here is to offer valuable information RELATED TO YOUR PRODUCT OR SERVICE. Be careful not to brag. Remember, "Don't tell me how smart you are -- say something smart!"

-> I now publish an online newsletter -- with the same goals.

-> My website is packed with free marketing information - demonstrating my knowledge and creating good will.

-> When I place an ad, I try to do the same. Offer some marketing information which demonstrates my knowledge.

-> I offer my Q&A column as a service to my subscribers, but also as another way of demonstrating my marketing expertise.

This approach to creating website and e-mail copy works. It's more subtle -- yet much more powerful -- than traditional "Toot Your own Horn" marketing. Try it. It feels good -- and it WORKS