How to Use Press Coverage to Close More 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.

When your product is better but buyers pick the bigger name

Challenger companies hear the same thing: "your product is great, but we went with the market leader." Enterprise buyers aren't only buying the product; they're buying a choice they can defend to their boss.

Press coverage, a recognisable founder and third-party benchmarks give the buyer that defence. Put them where the decision happens: in the sales deck, in follow-up emails, and on the pages buyers find when they search your name or ask an AI assistant about you.

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.