Are you the Ron Burgundy of business communications?
That is, do you think you're "kind of a big deal"?
More specifically: do you tend to refer to yourself (or your organization) as:
a leading provider,
market leader, or
best in the business?
Too often, marketing content is riddled with statements of grandeur...and little to no proof to back them up.
Been getting away with saying you're the best?
Don't get too comfy: you may eventually be called out on your claims.
According to whom?
If the only reply you have to “You're a leader according to whom, exactly?” is “Well…to me/us!” – well, that’s just not good enough.
You're going to look dishonest (not to mention stupid).
Today's customers just don't have patience for that. They want a brand they can trust...and understandably so.
Get 3rd-party credibility
Don’t put yourself in a position where you're embarrassingly flailing around for a thin response to "According to whom?".
In this video, I provide tips for:
getting that proof you need; and
seizing opportunities to show off the true awesomeness of your product, service or cause.
(Oh, and you know how I say I can make your business look amazing? Check out these lovely testimonials as proof!)
Enjoy! And please, as always, share your thoughts in the Comments section below!
"Ottawa writer for hire" Lindsey McCaffrey is an award-winning freelance writer, editor and content strategist for businesses and non-profit organizations. Learn more about Lindsey here.