They Ask, You Answer, 2nd Edition

46 The Selling 7, Video 7 “Claims We Make” Videos

Every business likes to make claims about itself.

• “We are the best _______________.”
• “We have the most _______________.”
• “No one does _______________ like we do.”

Your own list of claims probably goes on and on.

When it comes to the claims we make, we generally take our clients through a powerful exercise:

• Brainstorm the claims you make as a company. (Typically, you’ll find them on your website, in your sales messaging, etc.)
• Next, ask yourself, “How many of our competitors make similar, if not the same, claims as the ones we have listed?”
• Finally, ask yourself, “How many of these claims have we visually proven (through video) and not just stated?”

The activity is simple, yet it’s eye-opening. Most industry “claims” are repeated over and over by competing businesses. And if everyone is making the same claims, what do they actually mean to the marketplace?

Yep, claims such as these are just noise . . . until someone shows them to be true.

You do that with a “claims we make” video.

Let’s look at a specific example. One of the most popular claims businesses make around the world is, “Our people make us different.”

Fine, fair enough. Your people are different. But what makes that true? How am I supposed to know?

In other words, to prove such a claim, you must show your people — their stories, their background, how they got where they are, and so on. Then others will inevitably say, “Wow, their people really are different.” ...