Don't tell people how good you are. Get someone else to tell them.

If a person or company tells you how good they are, you’ll take it with a pinch of salt.

If someone else tells you how good they are, you’re more likely to sit up and take notice.

That’s the problem with a lot of social media. It often just looks like showing off.

‘We’ve done this, we’ve done that. We’re clever.’

There’s no curation.

There’s no arbiter to say who deserves a platform and who doesn’t, who’s worth listening to and who isn’t, who’s believable and who isn’t.

Having genuine customer endorsements and getting stories published by independent news organisations, whether printed or online changes this at a stroke.

It’s no longer just us saying we’re great. It’s people who use our products.

It’s hard-bitten editors and journalists who are putting us on their pages, asking us to speak on behalf of our industry because they place a value on our knowledge.

It’s PR. It’s one of the most valuable tools in the marketing toolbox and one of the most cost-effective.

If you want people to believe what you are saying, get someone else to say it.

Or ask us to ask them. We’re pretty good at it (oops!)