Emilio Garcia explains why buyers care more about what makes you different than whether you're better. Differentiation means saying no to many options. He stresses the value of real client testimonials on your website to build credibility.
So the other big impact is that if you put it from the buyer's perspective, I want to know, okay, so you solve this problem, but you are not the only one. Rarely you are the only one. How are you different? Right? Do not necessarily better. I want to stress out that part. Definitely you should be better than your competition for the things that you care about. But from a buyer's perspective, it's more important to know how you're different. Than how you're better, because better is a claim that is very easy to do. And different, you have to put something on the stake too. When you say, we, we focus on this, then you are saying no to a lot of stuff, and that's difficult. So how you're different, what is your point of view, it's another telltale. And finally, that social proof that we— is so hard to get and do properly, but is Who do you have worked with in the past? What do they tell about you? Is your website the only place where I can learn about people that have worked with you in the past?
