Credibility Indicators for Your Services

To build your confidence, and to use as material for your marketing and copywriting…

To build your confidence about your expertise and service, it is useful to have a “credibility indicators” document.

It’s a document to keep private, but you will be use parts of it publicly. Open the document whenever you write or update your marketing copy, or plan a presentation for prospective clients.

Update the document ongoingly. It will continue to remind you of how truly useful you are to your ideal audience, and build your confidence and clarity about your business.

Here are the steps…

Start a blank document on your computer. Start adding any the following elements. You don’t have to add everything. Just look through the following 10 factors and start anywhere:

1. Any testimonials you’ve gotten about your work. Sometimes that’s just a nice email from someone you helped. Or social media reviews or comments you’ve received (that’s what I prefer and do on my site.) Or in a conversation with a client, they said something about how your service helped them. (In fact it may be easiest to record your client conversations and ask them what your work with them has helped with the most… then transcribe and edit it, and ask it you could use it as a testimonial.) In mentioning the client’s name (if they allow it), also include any relevant identifying info that your prospective client would relate to, e.g. profession, location, any demographics e.g. “Mom of 2 kids”.

2. Any case studies, e.g. what people were like before working with you; what was the process you led them through; and what their life was like afterwards, sharing the specifics of their transformation. Make each story as concise as possible, just a few paragraphs.

3. The story of your own transformation (if applicable)

Your SSPP story:

The Struggle that you experienced — yours or someone else’s — that made you want to look for a solution. This helps you connect more with the audience — they’ll see that you are just a human being like they are.

The story of how you came across your Solution (mountaintop experience; wise mentor; training or certification you received; your own experiments and life learning)

The Proof that the solution really works — in your life and/or someone else’s

The Passion you have to give solution to the world…that it’s not (just) about the money, but about the service/impact/legacy.

4. Anywhere you or your work has been featured: articles, guest blog posts, radio shows, telesummits, awards you’ve won, etc.

Start collecting links of webpages, and posts, that feature you!

This can be very useful to include (a short list of links to webpages that have mentioned you) when you’re reaching out to prospective promotional partners or prospective clients. It’s proof that others are talking about you, and what they’re saying.

These links could be as simple as a public Facebook post that a fan/friend has written about your work. (To get the link to a particular facebook post, click the timestamp of that post to get the URL.)

5. Statistics about your work. Examples:

Years of studying your topic (or if you prefer, how many hundreds or thousands of hours.)

The approx number of people you’ve helped with your work over the years — volunteer or paid.

Satisfaction rates of clients you’ve served. (e.g. “80% of my clients say they experience this kind of transformation.”)

Approx. how many you’ve spoken in front of (in speeches) or how many speeches/webinars/videos you’ve given about your work.

The number of tools (exercises, templates, processes, assignments) you are able to use with your clients.

Any other number you can put to your work. Get creative how you express “numbers” in showing credibility about your work.

6. Relevant degrees, trainings, coursework, or certifications.

7. Relevant groups/associations you’re part of.

8. Any endorsements about you or your work from anyone famous.

“Famous” means anyone your audience would’ve heard of. This might be industry-specific.

9. Rave reviews about any product/book/teleseminar/course you’ve created.

10. Famous clients you can list.

If in doubt, please check with your clients first, before naming them in any marketing communications.

There are probably other credibility indicators you will come up with — don’t limit yourself to just the 10 types above.

And remember: any one of the above can make you credible if the indicator is relevant to the audience you’re talking to.

This document will continually remind you of the credibility of your work and therefore, strengthen your confidence to do your outreach and marketing.

Anytime you are writing marketing emails or copy for your website, this document will serve as a resource.

When you’re working on your elevator pitch, all you need is perhaps 10–30 seconds of content from your credibility document. (People don’t want to hear a resume when you introduce yourself.)

Always keep adding to this document, and rearranging it so the most impressive indicators are in the beginning.

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George Kao is a marketing expert who deeply values authenticity, service, and personal growth. He has coached more than 500 clients and been featured on more than 100 webinars, telesummits, podcasts. To get his best content via email, subscribe to his free newsletter at

Authentic Business Coach & Author of 4 Books including "Authentic Content Marketing" and "Joyful Productivity"

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