Customer service: Say it and mean it
I finally found use for junk mail. I received a flyer for Certa ProPainters in my mailbox at home. It had several quotes:
Source: John Potter, RAB
"We would wish you to know that the difference about us is that details matter."
"We will say what it means, and mean what it says."
"Our single goal is to make a customer experience of lasting positive value."
"We know from experience that it is the little things, the smallest details, which make a job a great customer experience, and that for you the process must be simple, easy and authentic."
"While we are very comfortable and very knowledgeable about our business, our experience has taught us that our job is to try and make real the hopes and dreams of the customer however we can."
"Our team is trained in our belief that we can only grow if our people grow, and that they can only grow if we are focused on you, our customers."
Perhaps you can adapt any of these in your client conversations and collateral. Then make sure you perform up to the standard you promise.