Hello Reader, When everything is stalling, what is the first step to get back on track? There are people in your corner who know exactly why you are so good at what you do, and how to convey it to your next prospect. Your best clients. But, who are they? The hurdle isn’t the conversation. The hurdle is the selection. Most founders default to the "slam dunk" happy client because they are easy to reach. But the path of least resistance usually leads to generic compliments - not the strategic...
8 days ago • 1 min read
Hello Reader, Politeness is a baseline for a good business relationship. There is no disputing that. However, when it comes to gathering the intelligence you need to close new deals or strike a chord in your marketing, that same politeness can actually hold you back. I will tie this back to client testimonials. Your clients like you and they want to be supportive. So, when you ask them questions about your business performance, they focus on positive outcomes because that is what they think a...
14 days ago • 1 min read
Hello Reader, We’ve flipped the script. For many B2B companies video production with clients can be a logistical nightmare. It’s a grind for you and your team that distracts from the real goal: growing your business. And worst of all? After all that headache, the content might not even convert.The truth is, you don’t need another "creative project." You need the data that actually closes deals.The good news is that your clients already know what works. You just have to talk to them. Try it on...
22 days ago • 1 min read
Hello there, Stop trying to be a "creator." A lot of B2B marketing is an exercise in guessing. We sit in a room and try to guess the words we think will make people buy. Maybe it worked for a past campaign, or a competitor did it first. But if you are a founder (or someone into efficient marketing), the most effective sales script for your business has already been written. You just haven't discovered it yet. It lives with your best clients, the Extraordinary ones. They are already using the...
29 days ago • 1 min read
Hi Reader, There is a lot of hidden information in your client list, but most of it stays buried. Luckily, the key to uncovering it is right in front of you. Your clients. A testimonial isn't just social proof - it’s a tool for discovery. If you are creating success stories, most people look for a "happy" client, get them to say something "nice," and stop there. They end up with content that sounds good, but doesn't actually help close a deal or change the trajectory of a sales call. You have...
about 1 month ago • 1 min read
Hi Reader,Testimonials act as a magnet. Prospects listen to a client's story and immediately think, "That sounds like me." Clear, impactful stories from great clients with great results attract more of the same. But, this is a double-edged sword. If you get a video testimonial from a difficult, low-margin client, that magnet is a problem. You are just going to attract more difficult, low-margin clients. Most businesses are completely reactive with their social proof. They just ask whoever is...
about 1 month ago • 1 min read
Hi Reader, I've been going on for quite a while about "deep testimonials" - and all the great insights that can be gained by just taking a closer, intentional look at your best clients and what they are saying. But unless you or someone you know talks directly about testimonial videos and knows all the underlying benefits, you aren't going to come to the conclusion that the deep testimonial path is right for you. So, who needs this stuff? Really? It is not the burger joint that is netting $12...
about 2 months ago • 1 min read
Hi Reader, Have you ever watched a client testimonial video that felt . . . rehearsed? Or maybe less-than-authentic? Even if the client is telling the truth, it somehow sounds like they are just reading the company's "About" page out loud. “Their process was seamless. The team was synergistic. They really drove ROI.” This happens because most founders inadvertently build an echo chamber. When we ask clients for a testimonial, they subconsciously (or maybe even consciously) feed us back the...
about 2 months ago • 1 min read
Hi Reader, You are ready to dive into your customer stories. You have a roster full of potential clients ready to go. But week after week - it gets put on the back burner. What you lack is clarity. When you look at a roster full of "pretty good" clients, it creates a blur. They all look like decent options. And decent doesn't move the needle to action. You aren’t sure who is actually worth the effort of a testimonial, so you end up doing nothing. You don't need better clients. You need better...
2 months ago • 1 min read