Nicolas Cole argues that clients don't care about your credentials, case studies, or testimonials. What matters is whether you can educate them about a problem they recognize but haven't solved, or one they don't know they have.
The client does not care how much quote unquote industry credibility you have. The client does not care how many case studies you have. The client does not care how big your portfolio is. The client does not care if you have a gazillion testimonials or one testimonial or zero testimonials. The client doesn't care. The only thing the client cares about is you educating them on a problem they know they have in their business but haven't gotten around to solving, or a problem they don't even know they have in the first place.
What Every Writer Gets Wrong About Their Audience #writing #creator #writingtips
