If I could give you one priceless rule for rapidly growing your business, it would be this:

Assume that your customers do not believe you.

Whatever you are offering. Whatever you know with certainty that your product or service can do, assume that your potential customers do not believe you.

When you come up with a truly stunning product or service, you have to offer proof. You know what it's like to be a customer. You're careful, perhaps slightly cynical and you want to know that this will work for you. Whether it's in your advertising, on your website, in your letters and brochures, or even your conversations with customers, if you're courageous enough to realise that your customers need re-assuring, that they may well not believe you, you will reap significant rewards.

Of course, some of your potential customers will believe you - particularly if you have built great relationships - but here's the key point. If you assume they don't believe you, you will force yourself to create superb Marketing and Advertising that answers objections before they come up. This one lesson has transformed my business. Here's my biggest business challenge and how I overcame it. You can do precisely what I did - it will make a huge difference for you.

The problem? I can take virtually any business, from a one person business to an international company - and show them precisely how to increase their profits by 50-250%. The results can be so dramatic that people do not always believe that you can achieve these results too. How do you resolve this? It's easy - and I urge you to use this approach too. You solve this issue with the use of powerful testimonials.

As customers, when we see enough powerful testimonials from real people, who've had real life experiences with the product you're considering, they don't just show you that it's worth having now. They show you that you will be missing out from not having the experience they've had.

How do you use testimonials?

• We use everyone's full name
• Their business name
• Ask permission for you to use them

Use testimonials, they’re very powerful and they make your business life much easier. You don't have to convince your potential customers of anything. The words of your existing customers are doing it for you. Their experience of your product or service will send the message "I've had this experience. I want you to have it too."