Do you boast enough? Most of us don’t, but it’s a good habit to get into.
If that runs against everything your parents, teachers and friends told you when you were younger, bear with me.
I don’t know about you, but I was brought up not to blow my own trumpet. I think it’s a very British habit, but I gather Australians also suffer from what they call “tall poppy syndrome”, maybe due to all those British immigrants taking their culture over there.
“Who does he think he is?!?”
“Look at her! Thinks she’s so special!”
Playground taunts – we’ve all heard them; and they don’t stop with the playground. And we still cringe… I think it’s beginning to change, mind you, and about time too: many of the teenagers I meet now seem to have much more confidence in talking themselves up (in the best possible way).
If you still cringe, getting your clients to talk you up is a brilliant way round it. It also carries more credibility than boasting for yourself. And it gives you a really easy subject for an occasional blog, in the form of a case study.
Case studies are dead easy to write: a client came to you with a problem, you sorted the problem using your skill and experience, and they went away happy leaving you with a big cheque – and the all-important testimonial, of course. All you have to do is get all that on paper, and you’re done. Easy-peasy lemon squeezy.
Case studies don’t have to be long, they require no imagination and very little energy, and they make you look fantastic. What’s not to like?
But they’re not common, and I often wonder why not. If you’re writing a blog for your customers and potential customers, a case study is an obvious way of proving you know what you’re doing. Which builds the trust element of “know, like and trust” very nicely.
I guess a lot of people still think of that sort of article as boasting. “Look at us! We’re so special!” Back to the playground… Yet businesses are happy to spend money on advertising; isn’t that bragging, too? A blog or newsletter is more personal than an ad, of course, but the intention is still the same. It’s all marketing.
If your clients have given you testimonials, it’s because they think you do a great job and they don’t care who knows it. And you know something? It would be churlish not to pass their message on to the world. If a client’s taken the trouble to write that testimonial, then it’s up to you to publicise it and make your client look like the all-round nice person they obviously are.
Looking at it like that, how could you not use the testimonials customers are kind enough to give you?!? It’s quite clearly your obligation to write a case study and promote your client… and yourself, of course. But you’re not boasting, not really. Oh no. Not enough to upset the playground bullies in your head, anyway.
So go ahead: blow your trumpet with someone else’s kind words. Set off a whole brass band of them, one after another, if you like. Send them out to your subscribers. Plaster them across your website, while you’re at it. As long as you call them case studies, you can boast as much as you like and everyone will think you’re wonderful.
P.S. If you’ve never written a case study and don’t know where to start, get in touch. I can help you DIY, or do it for you if you prefer.