If you’ve ever used Angie’s List or read a restaurant, movie or book review, you’re absorbing decision-making information from “strangers with experience.”
According to a published report on eMarketer.com by Bridge Ratings and the University of Massachusetts, there are a variety of sources of information we rely on, and they actually rated these sources on a scale of 1-10. These sources include telemarketers, advertising, radio personalities, and teachers.
Ranking as the most-trusted source, of course, was someone you know personally. A stranger with experience came in a close second and client stories fit that description perfectly. When a client honestly describes a problem, solution, and outcome, we naturally tend to believe them because of their third-party, impartial status and their direct experience.
Your prospects need the perspective of someone who’s “been there, done that” so why not feature your clients who’ve had the experience of working with you? They’re a proven source of trust so make sure they’re front and center.
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