You need to focus on your good qualities to set yourself apart from your competition. The things that you do better than your competition are what give you a competitive advantage. Yet, you need to walk a fine line so you avoid overconfidence and boasting. If you directly promote your excellence, you risk alienating potential customers or clients because they think you are bragging. Fortunately, you can communicate your strengths and expertise with humility so you attract new business and top talent to your organization.
A case study provides in-depth information about a particular item or process for your business. Most formats present a conflict or dilemma and then show how an organization resolves the issue. When you turn your business into a story, you step out of the spotlight and make your customers the center of the narrative.
However, case studies are far more than narratives. Not only are case studies a great way to showcase your expertise and abilities, but they allow you to demonstrate the way your organization works. You educate potential customers or clients about you and your business, which stands in stark contrast to bragging. For example, PRemployer dedicates an entire web page for case studies so potential clients can get a feel for how the company supports their clients and provides value to their operations.
The business world is increasingly more data-driven, and consumers have endless information at their fingertips. Statistics provide demonstrably true information in a sea of opinions, half-truths, and unverifiable claims. Hard data gives people something to point to when they want or need to justify their decision to use your product or service.
Consider the difference between a company saying they have the best widget in their industry versus providing a statistic on their website that their widget saved X number of lives, helped X number of people, or solved a particular problem X number of times. Potential clients or customers want to be one of those positive statistics.
When you use statistical facts instead of a brag, you communicate your expertise in a quantifiable way. The statistics you use to show your excellence vary based on the type of business and the positive aspects of your organization that you want to highlight. For example, instead of bragging about high retention rates, PRemployer's home page compares their retention rates to the industry average retention rate for other PEOs.
Everyone hates the dreaded name-dropper because those discussions typically include large amounts of boasting. Yet, the business world’s reality is that connections, associations, and networks matter. However, bragging about friendships, acquaintances, partnerships, and associations doesn't put anyone in a good light.
Memberships to specific groups, clubs, and organizations send a signal that you share the group’s values and interests, which matters to some consumers and potential employees. When groups and organizations have an impeccable reputation in their field or industry, you share that reputation because of your association
You can demonstrate your professional network’s power by showing you are part of an organization or that you associate with a particular organization. Sharing information about memberships and partnerships confers a positive reputation without boasting and conveys credibility within your industry and community.
When you share this information, you must deliver it objectively instead of a forced attempt to brag about your connections and associations. For example, PRemployer is part of the National Association of Professional Employer Organizations (NAPEO) and the Society for Human Resource Management (SHRM).
Like sharing information about memberships and partnerships, you can objectively present any certifications you have to potential clients or customers. People want to know your business has the appropriate credentials; they demonstrate a commitment to professional excellence and expertise, removing sales obstacles for customers or clients. Ultimately, professional certifications for you or your business build your credibility and give you a competitive advantage, especially if your competitors do not have the same credentials.
Some certifications require more effort on your part than others. Yet, even the simplest certifications can drum up business and attract top talent. Potential customers, clients, and employees know what you do and that you have the knowledge to back up your claims when they see accreditations from reputable groups.
Simply displaying your certifications in a brick or mortar office or online, provides information to those who seek it without bragging about your experience and knowledge. For some, seeing a familiar certification provides a warm and cozy feeling inside and inspires them to support a particular brand, product, or service. For example, PRemployer uses icons on their website to show certifications in workers' compensation and risk management from the Certification Institute.
This article serves as a live example of conveying a positive reputation about your organization without bragging or boasting. Humility draws people towards you instead of pushing them away because they do not want to entertain boastful words or sentiments. We included information about PRemployer to explain modest ways to show your excellence. The positive side effect is that the information provided also conveys PRemployer's reputation. Providing 'helpful information' only becomes bragging when your sole motivation is to impress others.