“We care about our clients. We do what’s in their best interests. We help people reach their goals. I really believe that.”
We hear this all the time. The fact is that all the integrity and authenticity in the world isn’t enough. Statements like this don’t translate well to those who hear them, and your belief in what you do isn’t as contagious as you want it to be.
Why? Because people have heard it all before, and they’ve seen too many wolves in sheep’s clothing to risk getting drawn in.
Belief, though is still important. You still need to believe in what you do and your audience still needs to believe in you. Finding something that they already believe in is often a good first step to finding better clothing and believable words.