How to Use Press Coverage to Close More Deals
Prospects believe almost nothing you say about yourself. They believe what others say about you. Here's how to turn media placements into proof that closes deals.
On a recent call, a founder told Joseph: "We're losing deals because people don't trust us." His company worked with Fortune 500 clients and was ranked top 5 in its space. But none of that was visible before the call. The fix wasn't a better offer. It was making proof impossible to miss.
The two levels of proof
- Level 1, testimonials, reviews and case studies: "Someone like me got results with them."
- Level 2, publications and awards: "The big names are talking about them, so they must be leading the industry."
Put your proof everywhere
- Your website: show publication logos and link to the articles near the top of the page.
- Your social bios and content: lead with media mentions before explaining what you do.
- Your sales process: send a placement or case study before every call, so prospects arrive already trusting you.
- Your pitch deck and investor updates: include your strongest placements.
Make it work in practice
Getting an article about your brand on Business Insider is like a widely trusted figure talking about you: most people recognize the name, many trust it, and some act on it. Journalists and other sites often republish strong stories too, so one placement can travel far.
If your conversions aren't where they should be and your offer is solid, proof is usually the missing piece.
Frequently asked questions
How do I use media placements in sales?
Show them before the conversation starts: on your website, in your social bios, in pre-call emails and in your pitch deck, so prospects already trust you when you meet.
What type of social proof converts best?
Testimonials and case studies show that people like the buyer got results. Publications and awards show industry leadership. Using both together is most effective.
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