One of the very important things to do when marketing your business is demonstrating your expertise.

After all, one of the main barriers to buying is the perceived sense of risk in dealing with you.

A way to reduce this perceived sense of risk is by talking about your past success – kind of a “See, we can do what we say we can.”

Beware!

But beware how yo do this.

You see, a very common way to demonstrate your expertise is via a client list or potfolio.

After all, nothing screams credibility more than having a long list of happy clients.

And I used to do that – I had a “Portfolio” page on this web site where visitors could review previous projects we’d completed and link over to the client’s web site.

I soon stopped that for 1 very good reason.

It was stupid!

All a client list did for me was help build the prospect list for my competitors.

I’ve had competitors call up clients and pitch for the work based on the fact that they (the competitor) don’t like me!

(Look, you and I both know I’m a dickhead, but my clients often don’t!)

So whilst I’ll often mention clients here in my little stories, adding a “Client List” to this or any web site probably isn’t the smartest move.

Cheers

Brendon

Cheers,