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The blur (and how to fix it)
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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 contrast. Don Oehlert recently sat in on my Extraordinary Client Exercise. Here is how he described the moment the fog cleared: "It was like, yeah, wow. Some of them that I thought would be good, zeroed out. And some of them just went, wow. Just amazing." That's why I run this workshop. It creates massive contrast. Contrast creates clarity. And clarity tells you exactly what to do next. Because the framework made his extraordinary clients so obvious, Don immediately knew which client he needed to reach out to that same week to start capturing his next story. The guesswork was completely gone. There can be a lot of ambiguity in the next best step for your business (or your clients' businesses). Finding your best customer stories should not be one of them. This Thursday (March 19th) @ Noon ET, I’m hosting a live Extraordinary Client Workshop. I’ll walk a small group through this exact exercise to find your "wow" clients - and show you how to use this framework to bring that same clarity to your own clients. Heads up: This is a live, hands-on working session. Because we are actually doing the work in the room, there will be no replay sent out. If you want to stop guessing and know exactly what to do next, grab one of the remaining seats here (2 left at the time of sending this email): Rooted in Insight. Crafted for Traction. - Neil |
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Hi Reader, The typical B2B testimonial workflow usually goes like this: find a happy customer, ask them to say something nice, pick the fluffiest soundbites, and . . . publish something mediocre that makes you feel good but never actually converts a buyer. There is so much more you can get out of client conversations. I just finished running three of my own client interviews through our rootThread analysis process. Going in, I assumed they hired us because they needed high-quality video...
Hi Reader, A week ago, I put out a simple framework for business leaders struggling with content bandwidth: Stop overthinking it. The core premise was simple: 95% of the effort that goes into your marketing content is already happening inside your business. You and your team are solving complex operational problems, securing glowing client feedback, and running high-value meetings every day. The insight exists. You don't need to manufacture content from scratch; you just need to capture what...
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