The Power Of 3

Prove Your Marketing Worth(Photo by Sarah Witherby)

If you say “I’m the best Realtor”, why should someone trust you? Maybe you even have a long list of testimonials, where everyone writes, “She’s the best!” – is that enough to convince someone to trust you? In a world where anyone can publish their thoughts and beliefs and get followers, how can you prove what you say is true?

Use the power of three to triangulate your proof.

The power of three means you need three distinct types of information to make your case. Having three testimonials is great, but not enough – since you may be good at influencing people to write you testimonials, but bad at producing results. So, besides testimonials, what other proof can you highlight?

Statistics showing your results is more proof. If you’re a Realtor, you might show how your closings are 25% faster than average or you’ve sold more properties than your competition. But since statistics can be manipulated (remember the quotation “Lies, damned lies, and statistics“?),  statistics alone isn’t enough. But testimonials + statistics paints a stronger case, but still not an airtight one.

What other “angle” of your efforts can showcase that you get the work done, as promised, and with integrity? You might showcase how you help those that have no vested interest in your work, but whose lives you’ve changed. For example, you might showcase charities you actively volunteer for or non-profit organizations that you have leadership responsibility for. Showcasing volunteering alone shows a caring spirit, but not necessarily an effective one. Showcasing volunteering and testimonials shows that you’re a “people person”, but not necessarily a bottom-line producer. But showcasing volunteering + testimonials + statistics proves your point.

The power of three won’t suddenly bring clients to your doorstep. But it will remove all doubt of what you can do for them, and allow you to convert prospective customers into future testimonial-writing clients.

“…You know, if one person, just one person does it they may think he’s really sick and they won’t take him. And if two people, two people do it, in harmony, they may think they’re both faggots and they won’t take either of them. And three people do it, three, can you imagine, three people walking in singin’ a bar of Alice’s Restaurant and walking out. They may think it’s an organization. And can you, can you imagine fifty people a day, I said fifty people a day walking in singin’ a bar of Alice’s Restaurant and walking out. And friends they may thinks it’s a movement….”

– Arlo Guthrie, “Alice’s Restaurant”

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