How Could an Award Hurt Your Business Brand?

The author shares a personal anecdote about a restaurant in Bermuda. The restaurant displayed numerous “Best of Bermuda” awards, but none from the past four years. The absence of recent awards created a negative impression, implying the business was no longer successful.

• This anecdote illustrates the concept of faint praise, where older accolades, while once relevant, become irrelevant and even detrimental to a business.
• The absence of recent awards creates an impression of decline or failure, suggesting that the business is no longer worthy of recognition.

The Phenomenon of Faint Praise

The article emphasizes that faint praise can be devastating for a business, especially when it comes to testimonials or reviews.

• Faint praise creates a feeling of incompleteness, making potential customers wonder why there isn't more positive feedback about the business.
• For example, a testimonial that only compliments the office decor or a review that solely focuses on the comfortable chairs, without addressing the core product or service, raises more questions than it answers.

Social Proof Must Be Relevant and Recent

The author argues that social proof, including awards, testimonials, and reviews, must be relevant and recent to be effective for a business.

• Older awards or testimonials from unrelated industries don't hold the same weight as recent and relevant feedback from current customers.
• Potential customers want to know about a business's current performance and reputation, not its past successes.

Irrelevant Social Proof Can Be Counterproductive

The author provides an example from his own experience as a freelance legal writer.

• He couldn't display testimonials from past legal clients due to confidentiality agreements, forcing him to rely on older testimonials from unrelated industries.
• This irrelevant social proof was ineffective because potential legal clients were more interested in recent feedback from other legal professionals.

Summing Up: The Importance of Relevant Social Proof for Business Success

The article concludes by emphasizing the importance of selecting social proof that is recent, relevant, and powerful.

• Businesses should carefully consider the message their social proof sends to potential customers, as outdated or irrelevant testimonials can negatively impact their brand image.
• Instead of relying on old awards or testimonials, businesses should prioritize obtaining recent and relevant feedback that accurately reflects their current offerings and performance.

How to Avoid Faint Praise

To avoid faint praise, businesses should:

• Focus on obtaining recent reviews and testimonials from satisfied customers.
• Encourage customers to leave feedback on relevant platforms.
• Regularly update their social proof with the latest accolades and feedback.
• Be selective about which awards and testimonials they choose to display.

The Impact of Faint Praise on Business Marketing

Faint praise can undermine a business's marketing efforts by:

• Creating an impression of decline or lack of success.
• Raising questions about the business's current performance and reputation.
• Discouraging potential customers from making a purchase.

The Importance of Strong Social Proof

Strong social proof is crucial for a business to build trust and credibility with potential customers.

• It provides evidence of the business's value and success.
• It helps to overcome customer skepticism and uncertainty.
• It increases the likelihood of conversions and sales.

Key Takeaways for Business Owners

The article offers several important takeaways for business owners:

• Don't rely on outdated social proof. Ensure that your testimonials and awards are current and relevant to your target audience.
• Actively solicit reviews from satisfied customers.
• Use social proof to build trust and credibility, but be careful not to dilute its impact with irrelevant or outdated information.