On the hunt for the ‘unambiguous value statement’
This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from September 2009. We welcome your feedback.
By Leo Valiquette
It’s been a while since I have expounded on the subject of reference customers. (OK, it’s been a while since I’ve expounded on any subject on this blog, but here I am, back in form.)
In our work at inmedia, where we strive to engage with the editors of specific trade and industry titles to sell them on the merits of a client’s story, enthusiastic reference customers who can articulate the pain points that were addressed by our clients’ products will, more often than not, make the editor sit up and take notice.
Customers who have actually opened their wallets for a vendor’s product or service provide validation and demonstrate uptake in the market. They can speak in dollars-and-cents terms about why they adopted a particular product and the benefits and return on investment they have derived from it.
