Episode description

How do you know what information you can share about past clients and the work you do?

Personally, I use a pretty simple philosophy: if it's public, it's fair game. But if you're in doubt—get permission.

Hiring an advisor requires utmost trust and confidentiality. You need to know all the private details of your clients' business if you have any hope of helping them. 

And  this is especially true when you specialize (like I do). I've often worked with clients in the same market at the same time (although they were sufficiently different and I disclosed it to all parties). 

But trust and confidentiality are key components to this. And you need to be diligent about not spilling the beans. Which means you need a simple way to think about it. 

Here's how I break it down:

1. Share only what is publicly visible information

• Websites
• Social media
• Email newsletters
• Ads
• etc.

2. Don't share things like:

• Revenue
• Strategy 
• Learnings and experiences
• Thought processes
• Holistic marketing plans

3. Share only what your client gives you permission to share

• When in doubt—ask if you can share it!
• Do a case study after, if you can, and get their written approval to publish it.
• Talk about what you did and the results you got using real measurable numbers—things like ROI, revenue, profit, growth in MRR, occupancy, etc. Don't just focus on projects or tasks you did. Focus on results (but do share outcomes).

4. Demonstrate and articulate to your clients and prospects how you handle confidentiality

• Explain how you work at various stages of the engagement, including the sales process (more important if you specialize in an industry).
• Actually demonstrate it when it comes up by saying what you can and can't share about a past client experience.
• Use general principles when advising a client using information you are privy to due to your past engagements.

Trust is your biggest asset. Don't mess with it—especially if you specialize. When in doubt, share less. 

Yours, 

—k