Why scripted testimonials don’t work, and how to capture ones that do
People can hear the difference between a client who was handed a script and one who means it. Here's how to capture…
Brand strategy insights
The Sage sharpening the craft where anyone can see it. Articles on word of mouth, brand strategy, Corporate Mojo, and the behavioural mechanics underneath all of it. We write these brand strategy insights for business owners who would rather understand the mechanism than collect another list of tactics.
Every article answers one question a business owner actually asks, such as why referrals stall, how to find a positioning statement, or how to capture testimonials that sound true. Each one links to the stage of the Method it belongs to, so you can see where the idea fits in the work.
The thinking draws on published research into how brands grow, and on what we see in our own client work. Where we cite research, we link to it. Where it's our own view, we say so.
If you only read one article, start with why more visibility isn't bringing your firm more referrals. It explains the difference between being seen and being recommended. After that, every other article on this page will make more sense. Then read how to find the one sentence your clients would repeat, which turns the idea into a method you can use.
People can hear the difference between a client who was handed a script and one who means it. Here's how to capture…
Your positioning already exists in how your best clients describe you. Here's a practical way to find it, and what to listen…
More visibility rarely creates more referrals. Recommendation runs on a different mechanism, and most marketing never touches it.
It's paid, on purpose. The moment we stop charging for our time is the moment we start attracting people who don't value theirs either. You'll walk away with insight and a clear next step either way, whether we ever work together again or not.