Who are you cloning?

Published about 2 months 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 the most recent, or whoever happened to say "thanks" in an email last week.

You get some good magnets and some bad ones.

If you want to use testimonials strategically, you should only be capturing stories from the clients you actually want to clone.

In my next workshop (April 22 @ Noon ET), that is exactly what we are doing. I am walking through the exact Fit × Value × Impact exercise we use to help businesses build a strategic shortlist of their best clients.

By the end of the session, you will know exactly who to put on camera to attract your ideal audience.

(And for the agency owners and consultants reading this - you are explicitly invited to steal this framework and run it as a strategic service for your own clients).

Sign up here.

Rooted in Insight. Crafted for Traction.

- Neil

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