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Why your testimonials sound like marketing copy (and that might not be a good thing)
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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 lines we want to hear. But your prospects don't want to hear your marketing copy parroted back to them. They want to hear the mess. They want to hear what the client was struggling with at 2:00 AM the night before they hired you. They want the raw, unfiltered relief of what it felt like when you finally solved the problem. And they want it in the language and nuance of those clients. When you stop feeding lines to your clients and start asking the right questions, you break the echo chamber. You capture the messy, emotional, human reality of why people actually buy from you. The real story. We did some of this in the last Extraordinary Client Workshop (another coming up April 22), and we do it on shoots every week. We ask real questions, clients answer in their real voices, and we capture the stories that actually close deals. Rooted in Insight. Crafted for Traction. - Neil |
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...