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The gap between intent and impact
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Hi Reader, There is often a significant gap between what we think we deliver and what our clients actually value. We tend to operate on a comfortable assumption: that we know exactly why our best clients chose us. We assume it is our "innovation," or perhaps a specific feature we worked hard to build. But as I discussed recently with Diana Southall of Atlas Alignment in one of her WNY Growth Club interviews, this assumption is often a blind spot. When we rely on our own internal narrative, we miss the actual drivers of the relationship. We miss the specific Fit, Value, and Impact that actually move the needle for our customers. Diana and I explored how to replace this guesswork with deep insight. We discussed how to move beyond surface-level testimonials to capture the kind of customer stories that actually sharpen your strategy and clarify your ideal client profile. If you are interested in closing the gap between how you sell and why they buy, you can watch the full replay (and the rest of Diana's interviews) here: www.AtlasAlign.com/events Stay rooted and keep building, |
Strategic video that speaks your client’s language
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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...
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...
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...