I was on LinkedIn the other day for some reason.

Don't ask why. It's a terrible application. Idk why I even have it. I think I just got a notification on my phone, and I just opened it to get rid of the red circle notification next to the app.

Nevertheless, while I was there, it would be rude to not go for a little scroll, as you do.

Anyway, I saw some guy who I like talking about the following concept.

He runs a marketing agency for solar companies.

Obviously, you'll have some solar companies, like the ones in the United States, that are turning over millions and millions and millions a year...

Whereas you'll just have some local installers, some sparkies who decided that they want to do their own thing, but they don't know how to get business, and they need some leads.

1. If you give one of the big installers in the States five leads a day, you're getting sacked coz your shit.
2. Whereas if you give the local installers five leads in a day, they're going to be over the moon.

They're probably not even going to know what to do with them.

They'll probably ring them all giddy with no script and just completely fumble the lead, but they don't care because they got a lead, eh?!

This is relative business impact - how much of a difference you made to someone after working with them versus before.

Another good example of relative business impact is the people who teach people to become appointment setters. They go on and make £3,000 a month online, versus the people who run a B2B agency who help people raise capital.

If one of the B2B guys said, "I've helped someone make an extra £3,000 this month," they'd be a laughing stock, but this kid, who now no longer has to work at Tesco because he's making £3,000 a month, is over the moon.

Again, this is relative business impact.

So it begs the question...

Now, this isn't an either/or question.

This is an 'and' question, but what I want to show you is how to leverage both of them adequately in your marketing.

For example, most people fit into two buckets.

You have the people online who talk about how much money they make as social proof, and probably they spend 80% of their time talking about themselves and 20% of their time talking about their customers.

Whereas you've got the people who spend 80% of their time talking about their customers and 20% of their time talking about themselves.

The people who spend more time talking about their customers are typically the people who have higher relative business impact, but the problem is that people also want to know that you yourself have some sort of social proof as well. Sometimes just talking about your customers isn't enough.

Example: Webinar Wizards

We are one of the only people, other than one other person I know, in the new generation of people who provide webinars as a service, who have actually done our own webinar. I've also spoken one-to-many on a stage.

This is an "impressive personal achievement," but when you couple that with what we've been able to do for our customers, it comes together to have this nice cocktail of social proof

Most people lean too far one way.

And if you don't have impressive numbers, you should leverage relative business impact by spending a lot of time telling your customer stories, talking about their transformations, going deep on it, showing before-and-after states, because that's where your advantage lies.

I realise that potentially we've not been doing enough of this in our marketing.

We have a lot of "impressive numbers," but we don't talk about the operators who we've taught how to do webinars, who've gone on to make millions.

We don't talk about the clients who've come to us whose businesses were in a bit of a downturn that we completely turned around in a matter of months.

We don't talk about the clients we've worked with who have an amazing product and amazing offer, but lacked the ability to articulate what they do and reach more people.

At the end of the day, there's always going to be someone who's done more than you.

There's always going to be someone who's more willing to get into a dick-swinging contest with you.

But then, on the other hand, you also need your elevator pitch, a single line of big impressive shit that you can show people, so make sure that you're building a healthy balance of both.

It's just food for thought.

Stay safe, sell well.

Charlie McCormack, The Webinar Wizard.