Blowing your own horn can seem like a productive marketing effort, and it may seem to communicate self-confidence. But it’s often done wrong, which makes it ineffective and counterproductive, and can even backfire.
Saying you’re the best in your field, your claim is suspect and dismissible at best, and arrogant and disdainful at worst. Either way, you run the risk of appearing as if you’re trying to make up for the lack of credibility.
The bolder the claim, the greater the risk.
However, if you communicate something where the claim is implied, it is far more believable, credible, memorable, and impactful because it feels as if it’s not coming from you. After all, other people came to that conclusion on their own. They own it.
If you sell widgets and you state that your widgets are of the highest quality, that might be true. But as the saying goes, if you have to say it, it’s probably not.
But if you describe the characteristics of the widget wherein the quality is implied, such as a story behind the meticulous process of choosing the finest ingredients, or the clinical results that show how the components went through and passed strict testing, then people will assume it is of high quality.
There’s no need to state it.
It’s the same with services. You can say that you offer a service of high value. But that will be questionable. It’s better to imply it, to let others (other people or other things) do the talking for you.
Specially, you can demonstrate it through the “5 Cs:”
- Your content. Provide valuable content that showcases your knowledge and expertise — from blog articles and podcasts to published works such as books and online classes.
- Your credentials. Highlight your educational background, certifications, accreditations, memberships in associations, years of experience, licenses, number of clients, etc.
- Your case studies. Case studies and success stories give dimension and depth to standard testimonials; they provide comparativeness, context, and contrast, and they make them more relatable, too.
- Your community. Have a community where clients, peers, fans, and followers can connect with each other, and can showcase their successes, experiences, and best practices.
- Your care. Show that you care about, understand, and sympathize with your client’s specific situation, needs, challenges, and goals. From asking questions to soliciting feedback.
In the end, it’s not about making a claim but making a believable claim. If you must say it, make sure to always back it up. But an even better way is to let your five Cs do the talking for you.
