[Video] Why You Should Never Say Your Company is the Best
Tempting as it may be, you should never say that your company or products are "number one," or "the best.” Why the heck is that? Because psychologically, it erodes confidence and causes confusion. Take it from branding masters Al Reis and Jack Trout in their groundbreaking book "Positioning": "Either the prospect knows you are number one and wonders why you are so insecure that you have to say so, or they just don't know you are number 1 in the first place. And if so, why not?"
How to Prove Your Value to your Customers
What can you do to prove your market position and the superior product your company provides to your audience? There are several proven ways to build trust with your customers and back up your messaging with subjective information. Try incorporating these methods into your marketing:
Statistics: Numbers that showcase what you do and how you do it better, such as percentages, fractions, ratios, etc.
Testimonials: Real client experiences - let them speak for your company. Studies show that testimonials consistently sit in the top three of most influential buyer decisioning tools.
Research: Studies revealing compelling information about what you do. Let’s say you’ve created a product that helps realtors make common tasks more efficient. A survey that illustrates the importance of this tool is key: “in a survey of 2,000 realtors, the majority of them listed time management as a their main pain point.”
History: Share your unique background and create a story that resonates with your audience.