- If you tell me you are an expert, I will not seek your advice, let alone believe you.
- If you tell me your product will change my life I will not believe you.
- If you tell me your service is the best thing since sliced bread, I will munch on my sandwich thinking “All in all I have it pretty good” and not budge an inch.
If however, a friend of mine tells me you’re an expert, have a product that will change my life, and a service that is the best thing since sliced bread, you will have my attention.
You are not what you say you are (even if you are). Nor is your product, offering or service. It is what others say it is via their experience interacting with you. The web unearths intent, and people strip away the bullshit.
Intent is a funny thing, I’m thinking a lot about that this week. Having said that, I intend to get over this cold, so I’m going to bed.