It ain't BRAGGING When it's TRUE

Monday July 25, 2016 2:45pm by Barry Stevens

I was reminded of this adage when listening to a radio interview this morning.

It got me thinking about the claims we all make in our marketing and sales communications.

When you think about it, it’s easy to make strong claims – the challenge, though, is to convince the audience that what we say has substance.

Well, actually it’s easy – just make sure you back it up.

If you back it up, it’s no longer a sales/marketing claim but a fact!


Take this as an example.

If I state that i-4business has total coverage of all enterprise organisations across EMEA, you might well respond with “yeah, right”.

And if I state that that i-4business content is collected legally and that all of the contact information complies with European Data Protection & Privacy regulations, you might say “OK?”

But if I back that up by stating that our standard Service Agreement contains a contractual commitment that i-4business contains information on all enterprise organisations, well that’s a little different, isn’t it?

And, if I state that the same contractual commitment applies to delivering every key decision-maker/influencer, well that’s even more convincing, I think you’ll agree.

And similarly, if I state that we contractually commit that i-4business content is collected legally and that all of the contact information complies with European Data Protection & Privacy regulations it becomes a far more powerful statement because that’s proof.

And If I then go on to state that all of our other statements about accuracy, completeness, recency, etc. are also backed up by contractual commitment, you can see that it is far more likely to be accepted as fact.

Then, if I offer that you can have a free trial access to the whole live service so that you can prove it all to yourself, isn’t that even more compelling?

I think you’ll agree that when you offer proof, it’s no longer bragging (or marketing speak) but is seen as fact.

When you think about it, that’s one of the reasons we all use testimonials – when customers say how good something is, it’s believed.

Historically, much of the new business for us at i-4business has been the result of referrals, recommendations and repeat clients.

That statement creates the image that our service must be good for that to occur. But, it is just an image – it’s in the bragging category.

But, what if I add that we’re more than happy to give you a complete list of every client and invite you to talk with any of them about our service?

That seems to me to convey such confidence that every client is a satisfied client and that tends to show proof.

We don’t brag because we always offer proof to support what we claim.

It’s a philosophy I’d recommend.