Want To Earn Their Trust? Show 'Em Your Stuff!

One of the most powerful pieces of marketing content I ever helped produce was a simple spreadsheet. Truth be told, it mostly contained empty cells. But people requested it… a lot. The reason this fairly barren document was so coveted by the company's website visitors was as much about what it represented as what it provided.

First, it displayed the company’s confidence in its products. And second, it showed their desire to collaborate with prospects and help them with their research. So, what was in it? The spreadsheet contained a list of product features on the vertical axis, and the names of the company's products on the horizontal. Xs denoted which systems had which features.

But information on product functionality was readily available in other forms in many places on their website, whereas this document had to be requested. Why did people go to the trouble? They took the extra step because this fully-editable spreadsheet had additional columns they could use to check the boxes for any other products they were investigating. Many people even assigned numeric values to software features and used the sheet’s summing capability to add a “metrics” element to their evaluation. While not all of them ended up going with the company's solutions, many of them did.

The point is, people appreciate - and trust - a company that’s eager to give them the unvarnished truth about its products and encourages comparison to the competition. So, don’t hold back. Show ‘em your stuff! If you have a strong product or service, you’ll be rewarded. And if you don’t, you’ll be better informed and better able to make the changes needed to win more business.