Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

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Dirty Little Secret

THERE IS A SECRET WEAPON floating around the marketing world that really isn't a secret at all. Yet for some reason, it is one of the most underused and overlooked weapons in all of marketing. When used properly, it will add credibility to your brand and make your selling process 10 bazillion times easier (actual number).

Establishing credibility is one of the most important aspects of branding and positioning yourself as an authority in your field. This little secret is hands down, without a doubt, my favorite weapon to use to establish credibility.

Of course, I'm talking about testimonials.

Testimonials are, by far, the most underused element in all of marketing. This is the case for two reasons. First, most businesses don't know how to collect them. Second, most businesses don't know what to do with them when they get them.

Testimonials are so powerful because people will believe what others are saying about you over what you say about yourself. Of course you and your mom think you are awesome. We want to know what people who have actually done business with you think. Social proof is critical and cannot be underestimated.

Testimonials let your fans say what you cannot.

You must be collecting testimonials and using them in all of your marketing efforts. They should be front and center in all you do.

Having a page on your website with nothing but testimonials is great, except that no one is looking at that page. No one clicks that “see what our clients ...