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Why promoting awards you have won actually puts me off as a buyer

Why promoting awards you have won actually puts me off as a buyer

By Jim Thompson

I don’t know about you but that’s how I feel particularly if they are peer/industry judged.

I’m honestly happy for you that you entered and won but it makes no difference to me as a buyer, in fact, it turns me off.


I think the image above says it all but there are a number of reasons;

  • It’s self-indulgent
  • It reminds me of the Oscars
  • It proves nothing to me of your client facing skills
  • I’m sceptical of all award judging
  • I don’t believe that a great business needs to seek an award to prove it
  • It feels like a “try hard” marketing exercise
  • I think your time would be better spent doing something insightful or different

Is it just me that feels this way, I’d be interested in your feedback?

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