Your number one focus in marketing your small business should be addressing your customer's need. The verbiage that you use to promote your product or service should be words that speak of satisfying that need.
Ho-hum customer driven copy:
"We have the Best Prices and Great Customer Service"
Customer can see 'Satisfaction' copy:
"Our plumbers respond to your plumbing emergency in 30 minutes, guaranteed"
It's not about how great you are, it's about what's in it for them...Your customer.