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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, We like to think we know exactly why our clients hire us. We usually tell ourselves it is because of our high-level strategy, our unique insights, or the final creative asset. Whatever we deem the most important. Or, if you are like me, whatever you worked hardest on. And we lean hard into those things in our marketing and sales process. But what if you are wrong? When you actually interview your best clients, you will likely find a disconnect between what you think makes you...
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...
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...