Every business claims they’re ‘the best’ or ‘the leader.’ But let’s be honest, no one believes what you say about yourself.

When a hospital says they have the best oncology department, people see a brochure. When you hear a patient’s story about how that hospital saved their life, people see a miracle.

This week, a client requested a promotional piece for patients newly diagnosed with cancer that says, “We’re the experts on treating cancer.”

Instead, I’m proposing we build a 40-page guide that serves as a lifeline for a family who just received a scary diagnosis with detailed information about what they can expect on their journey toward remission. Let’s show them that you’re an expert.

Public relations is about providing evidence. We don’t tell the world you’re an expert; we create the content and the media presence that proves it beyond a shadow of a doubt.

Download my “Show Don’t Tell” Credibility Checklist for more ideas on how to move your business from “just another vendor” to “the authority.”

The Show Don’t Tell Credibility Checklist

Want other ideas on how to show people that you are the best? Reach out to kglenn@fatcatcommunications.com.