What’s the perfect VouchedFor score out of 5? 4.8 or 4.9 of course.

Why?

5 is too perfect looking, too teacher’s pet, too robotic.

A little bit of edge shows you’re human.

More and more prospects are looking at these things carefully, whether it’s reviews, survey scores or testimonials.

And they're quite discerning about it.

One client I spoke to recently said: "If the reviews are all bad, you start to worry; but if they’re all great you think ‘that can’t be right either.’ "

So what do you do? Well, the trick is to get under the surface.

So instead of the one-liner from Mrs Miggins about how you answered the phone every time she rang. (Big deal.)

You have to dig a bit deeper: "When I asked about the Defined Benefit transfer, my adviser said initially: 'Look, this might not be the best decision for you.'" For example.

Lines like this do all sorts of things at once. They show authenticity, approachability and that you have the clients best interests at heart.

"Having read [firm name’s] website and looked closely at the testimonials – which felt very real – I spoke to [adviser name] and was really impressed."

That for me is the perfect result from the UK jury.

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