Do these still impress people?

[Ashley_Price]

"International..."
"Award winning..."
"Top rated..."
"Best selling..."

Are people still impressed when they see these phrases in someone's strapline? Are you more likely to hire or buy from them?

Whenever I see these I start to wonder just HOW realistic they are, because they can be so easily twisted: "Best selling author" (yes, in their local book shop). I actually did know someone who used to promote themselves as "Multi-award winning..." but those awards were from their town's Chamber of Commerce and they served on the Executive Committee.

For example, I could promote myself as an international transcriber because I have been hired by researchers and organisations in Australia, Abu Dhabi and the Netherlands... but it's over 15+ years since I was last hired from outside England!

If I was looking to hire someone, "top selling this..." or "award winning that..." wouldn't impress me, certainly not as a strapline, I immediately switch off. I want proof that you can do the job I want to hire you for, and saying these "stock phrases" just doesn't cut it for me.

What do you think?

 

[tony84]

I have a pretty big award in our industry.
I doubt it impresses anyone, but it might help sway a potential customer.

I am pretty big on making clear it wasnt one of those where you pay for it. Which is a little frustrating as I think I won it on the back of something quite important so to then have to try and defend it seems mental.

 

[Mark T Jones]

More likely to put me off than impress - much like self-awarded titles like entrepreneur.

Most annoying when you can't see at a glance what they do/why you should connect through the mire of awards and titles.

A genuine award/accolade does have value as a credential, rather than a headline

 

[fisicx]

Depends on what you are selling and to whom.

There are millions out there buying tat because some influencer says so. And even more thinking 3 for the price of 2 is a good deal without realising the price was increased before the deal and will go back down after.

Saw an advert on my phone this morning that said "Winner of Best Game Award". No idea what award but I'm sure it will impress somebody.

 

[Ashley_Price]

I am pretty big on making clear it wasnt one of those where you pay for it. Which is a little frustrating as I think I won it on the back of something quite important so to then have to try and defend it seems mental.

And there is another problem, so many of awards can be "bought" that they devalue genuine awards.

And don't get me started on those who are up for an award and then go on social media and ask everyone to vote for them.

 

[fisicx]

I wear my Tufty Club Badge when out and about as it make me look all posh unlike the rif-raf who only remember the Green Cross Code.

I've also got a Cycling Proficiency Certificate. Strangely when applying for a job the recruiters were not impressed. Same with my Grade 3 Recorder certificate.

I believe @JEREMY HAWKE has a sheep wrangling qualification. Or at least that's what he calls it.

 

[Gecko001]

"International" could mean anything from, posting goods abroad to customers to having branches in a dozen other countries, so is probably not going to impress anybody.

"Award-winning" can mean an award that was applied for and nobody else was in the running. In my town, about half the chip shops are award-winning. Also, award-winning does not refer to when the award was made. It might have being made 50 years ago. If it is a prestigious award then a discreet mention of it on a letterhead or website might help the business, but otherwise, do not waste your money on a subscription to a trade association, just so you can get an award.

"Top rated" and "bestselling" would need backed up by statistics, otherwise a case for misrepresentation could be made by the firm who makes the product that actually is "top rated" or "bestselling", or at least thought as dubious by customers.

 

[cjd]

Depends, if your awards look something like these, you might be a bit impressed ;-)

Best UK Voice Provider 2024. 2023, 2022, 2021, 2020, 2019 Internet Service Provider Association Awards
Queen's Award for Enterprise - Innovation
Institute of Customer Service - Customer Focus Award

ps, won it in 2025 to

 

[JEREMY HAWKE]

I believe @JEREMY HAWKE has a sheep wrangling qualification. Or at least that's what he calls it.

I think the recognition of my involvement with sheep indicates a much deeper relationship, For want of a better word

 

[SillyBill]

It depends, cjd's is genuinely impressive so that sort of stuff is worth shouting about. Lesser stuff (some regional prize noone will have ever heard of) can make you seem tinpot. Silly claims on websites like "UK's leading XYZ manufacturer" is something SMEs do too much and its absolutely cringe...its often some £2M T/O outfit on a sink industrial estate in Scarborough pretending they are "world class"...just don't bother.

 

[DavidPoole]

"International..."
"Award winning..."
"Top rated..."
"Best selling..."

Are people still impressed when they see these phrases in someone's strapline? Are you more likely to hire or buy from them?

Whenever I see these I start to wonder just HOW realistic they are, because they can be so easily twisted: "Best selling author" (yes, in their local book shop). I actually did know someone who used to promote themselves as "Multi-award winning..." but those awards were from their town's Chamber of Commerce and they served on the Executive Committee.

For example, I could promote myself as an international transcriber because I have been hired by researchers and organisations in Australia, Abu Dhabi and the Netherlands... but it's over 15+ years since I was last hired from outside England!

If I was looking to hire someone, "top selling this..." or "award winning that..." wouldn't impress me, certainly not as a strapline, I immediately switch off. I want proof that you can do the job I want to hire you for, and saying these "stock phrases" just doesn't cut it for me.

What do you think?

They don’t impress me.
I prefer to know if they understand my journey

 

[fisicx]

I prefer to know if they understand my journey

Not quite sure what you mean. How does this apply to a plumber coming to fix your leaky tap?

 

[Mark T Jones]

The most basic rule of sales or marketing - they don't give a f**k about you. The only question on first contact is 'WIIFM?'

They will dress it up, or even deny it, but it's universal truth - you have a few seconds to answer that one.

If you answer it well (and concisely), your qualifications/awards/story/hobbies may become interesting.

 

[JEREMY HAWKE]

The most basic rule of sales or marketing - they don't give a f**k about you. The only question on first contact is 'WIIFM?'

They will dress it up, or even deny it, but it's universal truth - you have a few seconds to answer that one.

If you answer it well (and concisely), your qualifications/awards/story/hobbies may become interesting.

But not @fisicx plumber because he already knows that @fisicx mansion is flooding out and @fisicx is the one that has to give a f££k

 

[Paul Kelly ICHYB]

It wouldn't impress me, however, there are an aweful lot that would be.

 

[alamest]

Short answer: yes, but far less than they used to — and it really depends on context.

What actually impresses people today isn’t the “thing” itself, it’s what it represents. Ten or fifteen years ago, certain items or displays were clear status signals because fewer people had access to them. Now, with finance, leasing, social media and easy credit, a lot of those signals have been diluted.

In business settings especially, most experienced people can tell the difference between genuine success and surface-level flash. A flashy item might catch attention for a moment, but it rarely builds credibility on its own. Consistency, reputation, how someone communicates, and whether they deliver results tend to leave a much longer impression.

That said, there’s still a place for presentation. In client-facing roles or certain industries, looking put together and investing in quality can signal professionalism. It just works best when it’s subtle and backed by substance, not when it feels like it’s trying too hard.

In my experience, people are more impressed by calm confidence, clarity, and follow-through than by any single object or display.

 

[Sam Nelson]

"International..."
"Award winning..."
"Top rated..."
"Best selling..."

Are people still impressed when they see these phrases in someone's strapline? Are you more likely to hire or buy from them?

Whenever I see these I start to wonder just HOW realistic they are, because they can be so easily twisted: "Best selling author" (yes, in their local book shop). I actually did know someone who used to promote themselves as "Multi-award winning..." but those awards were from their town's Chamber of Commerce and they served on the Executive Committee.

For example, I could promote myself as an international transcriber because I have been hired by researchers and organisations in Australia, Abu Dhabi and the Netherlands... but it's over 15+ years since I was last hired from outside England!

If I was looking to hire someone, "top selling this..." or "award winning that..." wouldn't impress me, certainly not as a strapline, I immediately switch off. I want proof that you can do the job I want to hire you for, and saying these "stock phrases" just doesn't cut it for me.

What do you think?

Those phrases only work if they’re specific and verifiable. Vague claims like “award-winning” or “best-selling” without context feel like marketing fluff and can actually reduce trust. Like you said, they’re easy to stretch and people know it.

As a buyer or hirer, I’m far more influenced by clear evidence:

• concrete results
• relevant examples
• recent, real-world experience

 

[Michael Loveridge]

Many, if not most of these `awards' are complete rubbish, and are just a marketing device.

I'd been surprised to see how many firms of solicitors that I knew to be dreadful had these silly little badges all over their website, so just as an experiment I entered the `competition' for an SME Enterprise award.

I filled in a questionnaire, which asked for references, testimonials etc. I deliberately didn't give any at all, so I was rather surprised to receive an email saying I'd been nominated for an award.

Not long after, imagine my delight and amazement to discover that I'd won an award as the Best Independent Legal Advisor in the whole of North West England - https://smenews.digital/winners/michael-a-loveridge/

That was when the hard sell kicked in. I was told that I could have one of various `upgrade packages', for example:

Upgrade Package 3 - 575 GBP + VAT
- Bespoke Trophy
- Digital Winners' Badge
- Bespoke Digital Certificate

Or:

Illuminate Package: 625 GBP / 805 USD
SEO optimised web article written by our dedicated team with backlinks
Bespoke trophy
Personalised digital logo

Tempted as I was by these wondrous and no doubt very impressive items I declined their offer, which is perhaps why to my deep disappointment I still haven't been contacted by one single client wanting to deal with the Best in the North West!

Whilst it was a mildly amusing exercise, and it explained why the websites of so many crap law firms are littered with such awards, it does concern me that these `awards' are grossly misleading, and it even occurs to me that they may constitute an unfair commercial practice under the Digital Markets, Competition and Consumers Act 2024. When I have some time I intend to take it up with Trading Standards, but "when I have time ..." is the story of my life!