I recently had a consulting session with a so called business guru. While this individual had so much talent and so much to offer, the challenge he faced is his prospects questioned his accomplishments. This a common trend where traditional internet marketing sales copy trained us to focus on selling our products and services by bragging about the accomplishments you have had. Some guru’s will even go as far as saying, “Fake it until you make it!” The truth is your clients don’t care what you have done. They want to know what you are going to do to solve their problems.
The “fake it until you make it” theory is no longer effective. While it is important to have testimonials, the content you have to offer is the new sales copy as far as credibility. The other occurrence commonly found is when your prospects are told you are so successful. The question commonly asked is why are you pitching them in the first place. The truth is focus on the problems you can solve rather than going off on the past accomplishment. Talk is cheap, show them how you can solve their problems.
People are sold when their needs and wants are met. Change your approach to give value to your customers. Be genuine, humble and authentic. People are attracted to authenticity. Let your content sell your services. The biggest risk you run when you fake it is customers questioning your accomplishments. This only causes more questions. Integrity and reputation is something that takes a long time to build and a short time to destroy.