When you tell people you’re great, you’re selling. People expect that of you, and take it with a grain (or several grains) of salt. Also, although marketing is no place for modesty, personal moderation, discomfort with boldness, “preferring to let our work” do the talking hold us back from blowing our own horn.
All of which is why we must obtain and communicate the thoughts and feelings of our happy customers. With testimonials and case studies, we must let our customers tell their peers about what they love best about us.
There is nothing we can say that is more powerful, effective and compelling than what our customers can say about us. When it comes from customers, it’s the truth. There is no defense for a glowing customer endorsement. It is coming from a peer of the prospect, a person with similar wins, losses, and challenges.
When you say you’re great, it can be challenged, questioned.
When a customer says it, there is no choice but to accept it.
So, who will you ask for a testimonial today?
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This piece ran in my Evangelist Marketing Minute short-form newsletter, which you can receive every Monday morning for free by signing up here.