The disgraceful word you should never use ??

?? My late mother, God rest her, was in her own quiet way, an Irish Catholic to the end.

?? She went to school with nuns (sadly the mean ones) and even had a priest give her the last rites when the time came.

? Once my sisters and I discussed the lack of swearing growing up and realized we got away with nothing. Nada.

?? Even less so if we blasphemed. We just didn't dare.

?? Ironically, this was not the same for the rest of my family, who effed and blinded like the middle of a Scorsese movie.

?? Even my grandmother was known to yell "JESUS CHRIST" at the top of her lungs if wound up enough.

? Why do I say all this?

??? To get across that your choice of words matter. And rarely do they matter more in business than when you wish to get a video review from someone.

?? Because most people use a dirty word, and get ghosted by their clients.

??? What is this word?

?? Why, it's none other than "Testimonial".

?? Avoid this word like the plague, unless your client uses it themselves.

?? Like all 3+ syllable words, people aren't sure what it really means.

?? Do they have to sell you? They hope not.

?? 9/10 times these people hate selling themselves, let alone someone else. Do they have to say things to make you feel happy? Oooh, how cringe. Awkward.

?? Do that and you'll see more ghosts than Bill Murray.

?? People don't fear the camera so much as they do selling. Otherwise, reality TV would never have taken over.

?? So try saying this instead:

??? "If you feel happy about our service, and only if you're happy, would you mind sharing your honest views about us over a filmed Zoom call? You can say what you like, even tell the screen we're rubbish if you want. We'd like to hear what you have to say. Someone would be asking questions so it doesn't feel awkward, and there's no pressure; if you're not up for it, don't worry. We make a routine of asking clients we have good relationships with."

?? It's not a legal text, so adapt how you see fit.

?? But did you notice how much focus is on their thoughts and not having to sell you?

?? Less scary for sure.

?? It also lets them know what they're in for, hence why it's a bit longer than one sentence.

?? Do this, make a ROUTINE of it with your clients, and you'll not only see fewer ghosts but you'll start seeing more of your ideal clients asking to work with you.

?? There endeth the lesson.