Success in business isn’t just about what you know—it’s about who knows you. I discovered this firsthand during the early days of Hawke Media when a simple Forbes article became the catalyst that transformed my company’s trajectory.
When you’re starting out, potential clients have no reason to trust you. You’re unproven, unknown, and competing against established players. This was exactly my situation in the beginning stages of Hawke Media.
The Power of Credible Endorsements
I had a friend who wrote for Forbes but couldn’t afford my marketing services. Instead of pushing for payment, I saw an opportunity for something more valuable—third-party validation from a respected publication.
This was during what I’d call the recent heyday of Forbes. “Wolf of Wall Street” had just been released, highlighting the famous Forbes article about Jordan Belfort. The Forbes Under 30 list was gaining significant popularity. The publication carried tremendous weight.
My friend wrote an article titled “Why You Should Outsource Your Marketing to Hawke Media.” This single piece became one of the most powerful marketing tools I’ve ever had—more effective than thousands of dollars in advertising.
Why did this work so well? Because people trust what others say about you more than what you say about yourself.
Leveraging Validation for Growth
The Forbes mention gave potential clients permission to trust us. When prospects would hesitate, we could point to the Forbes article as evidence that we were legitimate. It removed the perceived risk of working with a new company.
This third-party validation created a foundation for growth that allowed us to:
- Close deals with clients who would have otherwise been hesitant
- Command higher rates due to perceived premium status
- Build momentum that attracted more press coverage
- Establish credibility in a crowded market
The impact was immediate and substantial. Clients who might have been on the fence suddenly felt comfortable moving forward. The perceived risk of working with us dropped dramatically.
Building on Relationships
This experience reinforced my belief that success is fundamentally about relationships. By helping my friend with marketing (even without payment), I created goodwill that returned to me tenfold.
Too many entrepreneurs focus solely on direct revenue and miss these relationship opportunities. Sometimes the most valuable compensation isn’t money—it’s connections, exposure, or credibility.
The lesson here applies to businesses at any stage:
- Identify credible third parties in your industry
- Build genuine relationships with these validators
- Look for win-win opportunities for exposure
- Leverage this validation in your sales process
When someone else vouches for your expertise, it carries far more weight than self-promotion ever could.
Creating Your Own Validation Strategy
You don’t necessarily need Forbes to create this effect. Industry blogs, podcasts, customer testimonials, case studies, and awards can all serve as validation points. The key is that they come from trusted sources outside your company.
For new businesses, this validation strategy should be a top priority. It’s often the missing piece that allows you to break through initial client hesitation and start building momentum.
I’ve seen countless startups with great products fail because they couldn’t overcome the trust barrier. Meanwhile, companies with average offerings thrive because they secured the right endorsements early on.
That Forbes article helped Hawke Media “explode” because it solved our biggest challenge—getting clients to take a chance on us. Once we had that validation, our skills and results could speak for themselves.
Look for your own validation opportunities. They might be hiding in your network, waiting to transform your business just as that Forbes article did for mine.
Frequently Asked Questions
Q: How important is third-party validation for new businesses compared to established ones?
Third-party validation is critical for new businesses as they have no track record or reputation. Established companies benefit from validation too, but new ventures often can’t gain traction without it. For startups, external credibility can be the difference between growth and stagnation.
Q: What are some alternatives to major publications for gaining third-party validation?
While major publications like Forbes carry significant weight, other effective validation sources include industry-specific blogs, podcast interviews, customer testimonials, case studies, awards from respected organizations, partnerships with known brands, and endorsements from industry leaders. The key is finding sources your target audience trusts.
Q: How can I approach potential validators if I don’t have existing relationships?
Start by providing value first—offer insights for their content, share their work, or solve a problem for them. Attend industry events where validators might be present. Use LinkedIn to make thoughtful connections. Consider starting with smaller publications or influencers who are more accessible, then leverage those mentions to approach larger validators.
Q: How should I incorporate third-party validation into my marketing materials?
Feature logos of publications or companies that have validated you on your website’s homepage. Include quotes from articles or testimonials in sales presentations. Link to features or mentions in your email signature. Create a dedicated “As Seen In” or “Press” section on your website. Share validation across social media channels, and incorporate mentions into case studies.
Q: Can too much focus on third-party validation backfire?
Yes. While validation is powerful, it must be backed by actual quality and results. If your service doesn’t live up to the hype created by validation, you’ll damage your reputation. Additionally, constantly seeking validation can distract from improving your core offering. Use validation as a door opener, but ensure your product or service can stand on its own merits.
