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Whenever I see words like "leaders", "innovators" or "guaranteed" I cringe. But my all time favorite is the asterisk *. It refers to a footnote buried far below the fold, which almost always limits what you thought you were getting, or moving some risk from them to you.
Don't use them.
If you must have some sort of footnote to EXPAND the explanation, put in a link for the explanation
. Please. If you indeed do have some sort of qualifier, then don't use it.
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