Don’t Just Say It, Prove It: Let Your Actions Do the Talking

Ever notice how the loudest claims are often the emptiest? Like:

• A “craft” beer that’s just mass-produced fizz with a hipster label.
• A “natural” skincare line that’s 70% synthetic goop.
• A TV ad promising “we’re back in 2 minutes” when the show’s already over.

They all follow what I call Milo’s Maxim: If it’s plastered on the label, it’s probably not in the jar.

When something’s legit, it doesn’t need a megaphone. You don’t see a Michelin-star chef yelling, “My food is fire!” The plate speaks for itself. Same goes for your business.

Take these classics:

• “We’re all about the customer.”
• “Our support is next-level.”
• “We’re your trusted partner.”

Cool story, bro. But customers aren’t buying your tagline—they’re judging your vibe.
Do you pick up the phone in two rings or two days?
Does your support team solve problems or just read scripts?
Does your “client success manager” ghost you post-sale or actually show up?

I’ve lost track of how many execs I’ve heard say, “Our edge is elite customer service.” Sure, in theory, stellar support builds loyalty, sparks word-of-mouth (the GOAT of marketing), and can even save a deal when your pitch stumbles. But shouting “We’re the best!” doesn’t make it true. In fact, it might make people side-eye you harder.

Here’s what I tell prospects during demos:
“Kick the tires on our platform, but also test our support crew. Drop them a line, see how fast they reply, and if they actually fix your issue.”

That kind of raw honesty? It’s like a plot twist in a rom-com. People aren’t used to it.
One prospect recently said, “Yo, no one’s ever told me to bug their support team on purpose.”
I just shrugged and said, “I could say our support slaps, but you’d just roll your eyes.”
Their reply? “Nah, I’m sold already—you guys are legit.”

That’s the kind of trust you can’t buy with a catchy slogan. It’s earned when you let your actions flex.
So skip the hype. Invite your customers to judge for themselves.