Putting it all Together

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In John chapter five, Jesus is offering up what is referred to as a four-fold witness. He is faced with skeptics in a world of con artists and religious hypocrites and so He offers four witnesses. Understanding what these witnesses represent and applying the lessons learned can help you establish credibility in the midst of a skeptical marketplace.

The last witness Jesus offered was… “Search the scriptures; for in them you think you have eternal life: and they are they which testify of Me.� So how do we apply that to business? What printed publication or publications do your clients revere? It could be the Journal of American Medicine or Consumer Reports. It might be Success Magazine or a popular newsletter. It doesn’t matter so much what it is as long as the prospect trusts the content and respects the publication.

Get your product, service or company reviewed by that publication. Perhaps advertise in it. Maybe even write an article for them. Being in that publication will carry more weight. For some reason, people assume you have more authority if you are either written about or write in a publication they esteem. It gives you instant credibility.

When you put all four witnesses together: a respected testimonial, the quality of your work, the accepted final authority and a trusted publication, you have a powerful combination for building credibility. Go out and make 2007 your best year ever!