When you click through a handful of websites, it’s easy to feel as though you’re reading one hype-y message after another. “Secret formula to take your business to the next level.” “Magically transform your life.”
But do these claims really win clients? Do they across as credible? Or do visitors click away, muttering, “Hype. Hype. Yeah, more hype.”
So what’s the difference between meaningless hype and (ahem) strategic bragging?
(1) Share your success stories.
OK, you promise to take my business to the next level. Now tell a story with a beginning, middle and grand triumph.
Beginning:
“When Jenny called me, all her friends had stopped speaking to her. Even her dog looked the other way when they went out walking. Jenny was desperate for a social life.”
Middle:
“We worked on Jenny’s communication style. We developed voice techniques customized to Jenny’s life. We suggested new conversation topics and we taught Jenny the weed-your-friends-weekly technique.”
Grand triumph:
“Jenny’s social circle has widened extensively. She has more friends than ever (including some special friends). Her dog proudly trots by her side, head high.”
Notice we haven’t given away the store and we successfully disguised Jenny’s identity. But we provided enough details to suggest substance, not hype.
(2) Numbers please.
OK, just how effective were you?
“Eighty-two percent of people who take this course tell me they increase business by at least 30%.”
“In 6 years I’ve worked with over 272 clients.”
“Doubled revenue in my own business with just one simple technique anyone can learn.”
Strategic bragging means you don’t boast: you are just supplying facts. You let other people put the numbers together and conclude, “This person knows what he’s doing.”
Just choose meaningful statistics. “Ninety percent of people who took this course became more aware of their own prosperity.”
Sure, I’m aware! But if I’m going to pay for your course, I want more prosperity, not more awareness.
(3) Get other people to brag for you.
Your client says, “Hey, I really got a lot from your service.”
Seize the moment.
Say, “I’m so glad you liked what we did for you. Wouldn’t it be great to help others get the same benefits? Would you let me use your name for a testimonial?”
Many happy clients are delighted to help but don’t have time to write out a testimonial. So draft up a quote and always, always get permission.
When your favorite clients won’t offer testimonials, they’ll often agree to serve as references. No problem: you need those too.
(4) Choose your brags.
One author claimed he had spent twenty years researching his topic. But his book cited just a few interviews and few references. So he can’t brag about research - unless he wants readers to fling the book across the room, yelling, “Impossible!”
But he can brag about his 20 years of specialized experience, his advanced degrees, and (most important) his program to create a success mindset even if you’re bored, whiny lazy and self-indulgent.
(5) Brag about what makes you different - and tell us why it matters.
You spent 20 years in the meanest company in corporate America (so you are uniquely qualified to coach executives on climbing out of a career stall).
You’re a CPA who reads voraciously (so you relate to clients who earn their living creatively).
You developed a 3-step process to bring order out of chaos in home offices (so clients get back to work faster than if they used traditional methods).
When you brag strategically, you read your own sales page and think, “Wow - I would like to hire this person.”
You’re not boasting. You’re not adding to the mountain of hype that’s already out there.
Instead, you help your website visitors make intelligent decisions to solve their toughest problems…especially if you really are the best resource for the job.
You have a beautiful website…but is it bringing you all the clients you need? FREE Discover the 7 secrets of websites that really attract clients. From Cathy Goodwin, Ph.D.
http://www.MakeWebsiteProfits.com/subscribe.html
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