I had an awkward encounter at a conference yesterday.

A marketing director pulled me aside.

“Jan, I love what you’re doing. But I can’t tell anyone I’m talking to you.”

“Why not?” I asked.

“Because my boss hired the agency you replaced at ___. If he finds out I’m talking to the competition, I’m dead.”

That’s when it hit me.

The most powerful marketing in the world isn’t what your clients say about YOU.

It’s what they say about who they fired BEFORE you.

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The Anti-Testimonial Strategy

Every business collects the same boring testimonials:

“Working with xyz-company was great! They delivered on time and exceeded our expectations!”

Meaningless. Generic. Forgettable.

Because they don’t address the real question in your prospect’s mind: “Why should I fire who I’m currently working with and hire you instead?”

This is where the Anti-Testimonial Strategy comes in.

Instead of asking clients to praise you, ask them why they fired their previous provider.

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Why this works when nothing else does

When a client tells you why they fired their previous agency, designer, coach, or consultant, they’re revealing:

1. The exact pain points that drove them to search for alternatives
2. The specific failures your competitors are making right now
3. The hidden decision criteria they used to select you

This is conversion gold that most businesses never uncover.

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The uncomfortable truth about testimonials

Standard testimonials fail because they answer a question nobody is asking: “Is this company good at what they do?”

Your prospects already assume you’re competent—otherwise, you wouldn’t be in business.

The real questions in their minds are:

• “Will you solve the specific problems I’m facing?”
• “Are you better than who I’m working with now?”
• “Is it worth the hassle of making a change?”

Anti-testimonials address these questions directly.

How to implement this in your business

Here’s the framework I use with clients:

1. Ask the right questions:
   • “What finally pushed you to leave your previous [provider/solution]?”
   • “What were they promising that they failed to deliver?”
   • “What did you wish they understood that they didn’t?”
2. Connect these answers to your solutions:
   • If they left because of poor communication, showcase your process
   • If they left because of missed deadlines, highlight your reliability systems
   • If they left because of mediocre results, emphasize your measurement protocols
3. Weaponize the contrast:
   • Feature these stories prominently in your marketing
   • Create a “Why Clients Switch to Us” page instead of a testimonials page
   • Use these insights to shape your sales conversations

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Real-world examples that prove this works

A client of mine, a web design agency, was struggling to stand out in a crowded market.

They implemented the Anti-Testimonial Strategy and collected stories from clients about why they fired their previous agencies.

The patterns were revealing: missed deadlines, poor communication, and websites that didn't look like they wanted it.

They rebuilt their entire positioning around these three failure points, featuring client stories about how their previous agencies failed them.

Conversion rate on his website? Up 43%.

Average project value? Increased by 28%.

Why? Because they weren’t selling web design anymore. They were selling the solution to the specific problems that were driving people crazy.

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The corporate robots will hate this

Most companies are terrified to mention their competitors.

They’re even more scared to highlight their competitors’ failures.

They worry about seeming unprofessional or negative.

But here’s the truth:

Your prospects are already thinking about these failures.

They’re already comparing you to their current solution.

By bringing these thoughts into the open, you’re not being negative—you’re being honest.

You’re addressing the conversation already happening in their heads.

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The implementation checklist

Ready to try this yourself? Here’s how to start:

1. Email 5 recent clients asking: “What frustrations with your previous [provider/solution] led you to work with us?”
2. Look for patterns in their responses
3. Create a “Why Clients Switch to Us” section on your website featuring these stories
4. Add these insights to your sales conversations with: “Many of our clients came to us because their previous [provider] struggled with X, Y, and Z. Is that something you’ve experienced?”

This approach isn’t just more effective—it’s more authentic.

It acknowledges the real reasons people make changes.

And in a world of beige marketing, that’s the kind of honesty that stands out.

Are you ready to turn your competitors’ failures into your marketing advantage?

Jan

PS: This is just one of many “shock the establishment” strategies I’ll be sharing in the coming weeks. Next Wednesday: The Blueprint they begged me to delete.

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