Are You Using This Powerful [little known] Way To Manufacture More Credibility?
February 15, 2010 – 10:46 am
Dan & Chip Heath, in their remarkable book Made To Stick (Random House, 2008), reveal a little known and powerful way to build extraordinary credibility: Use an example that passes “The Sinatra Test”.
What is the “Sinatra Test”?
In Sinatra’s classic song “New York, New York” , the crooner declares “If I can make it there, I can make it anywhere…”
An example passes the Sinatra Test, according to the Heath brothers, when one single example alone is powerful enough to establish absolute credibility within a certain domain.
Do you have an example that could pass this test?
Do you currently clean the BIGGEST car dealership in your city? The BIGGEST house? A client on the MOST EXPENSIVE street? In the MOST DESIRABLE neighborhood? The MAYOR’s house? The local CELEBRITY’s house? The COOLEST or WEIRDEST house?
If so, leverage it like crazy. Tell the story and let your prospects know that since such a remarkable and substantial and unignorable (is that a word?) client currently trusts your professional window cleaning services, you are THE only logical choice for them, too.
If you are starting out from scratch, or almost scratch in a new window cleaning niche, or neighborhood, keep this in mind. Choose the target client that will represent the kind of example that would pass the “Sinatra Test”.
You have to target someone, so you might as well make it the best one possible, right?
It will help you meet your revenue and growth goals for 2010 even faster.
Kevin
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One Response to “Are You Using This Powerful [little known] Way To Manufacture More Credibility?”
Great idea, I never would have thought about leveraging like that, but it makes a lot of sense.
By SEO Doug on Feb 15, 2010