The world leader as tag line will not sell

The world leader in …
The Fortune 500 companies are our customers.
The company is leading in this business for over 25 years.

You have seen these tag lines on trade shows or used in advertising or even have used them yourself).

Why should any potential customer be interested in becoming a customer as such a tag line doesn’t tell anything about how the company will:
- Solve his problem
- Improve his operations
- Decrease operational costs
- Save money
- Increase potential sales

These tag lines are to impress the potential customer.
However this type of impressing the potential customer will lead nowhere:
- Why should he be interested in the first place as nothing addresses his objectives or solution he is looking for?
- The projected high profile will put off many potential customers due to the high price tag associated
- A vendor dealing with large companies is unlikely interested in small or medium sized businesses
- The past successes are not a guarantee for the future
This type of marketing will not bring in leads.

Instead being humble could generate sympathy for your company.

However after the interest is generated by the main benefits, advantages and other messages, then you can mention:
“We are the world leader in …”
“The Fortune 500 companies are our customers”
“The company is leading in this business for over 25 years”
In order to overhaul the suspect as these will enhance your message by building trust.

Did you ever used such tag lines as first statement?