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The hidden information in your client list.
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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 to look deeper. When you look beneath the surface, you find the stories that carry actual strategic weight. Next Wednesday, April 22nd, I’m hosting a working session to help you find these stories on your own roster. We’re going to move past the "happy client" list and build a prioritized shortlist of the clients who actually own the stories worth capturing. (Agencies: You are explicitly invited to steal this framework and run it as a service for your own clients.) Rooted in Insight. Crafted for Traction. |
Strategic video that speaks your client’s language
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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...
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...