Proof beats promises (and why your clients care)
Ever notice how clients make decisions?
During interviews with successful clients, I discovered something fascinating about why they chose specific marketing partners:
- They seek evidence of "insider understanding" - One client specifically mentioned choosing an agency because they had "relevant experience" in their specific industry. They wanted someone who intrinsically understood their market.
- Portfolio relevance trumps general expertise - They scrutinize your client list looking for brands they recognize in their vertical. When they see familiar companies on your website, it instantly creates trust.
- Capability proof matters more than claims - The ability to deliver specific solutions tailored to their unique needs isn't just appreciated - it's a decision-making factor.
Next time you pitch a client, stop telling them you're great at marketing. Show them you're great at marketing THEIR specific product category to THEIR specific customer.
Your proof will always outperform your promises.
CQ
