Don't take the everyday words you use for granted. There are better choices to use to describe who you are and what you do.
Marketing is all about creating, developing and nurturing positive perceptions about your business, and about yourself, too. The words we use to describe our work and ourselves go a long way in building strong recognition for who you are and what you do.
I'm not saying that words alone will make customers see past a dirty truck and a T-shirt as a company uniform. Marketing isn't about any one successful tactic as much as a combination of many. But even a contractor who takes pride in his truck and appearance can still put his foot in his mouth with word choices he may take for granted.