He suggests the workaround is to let someone else tell your prospects about you, and to get permission to use this in your marketing material. And, do this this any time you can... Here is an example of a piece Bob is using:

Bob says "...that a satisfied customer can say things about you in a powerful way that you could never say about yourself without completely alienating your audience. And that is a mighty tool to have in your marketing arsenal."

Without a shred of doubt I can honestly say that a good majority of the work I get comes from referrals. I would expect if you can get an ad, like the above, in front of your prospects, you could have tons of work. The placement of this type of your ad in your marketing material needs to have some weight and priority too. Bob says:

"It always amazes me that so many people wait until the end of their marketing piece to roll out their testimonials. If you continue to make claim after claim in your marketing without countering your prospect's natural skepticism with undeniable proof, by the time you get to the end of your marketing piece, it's usually too late. What you've really done is built a wall of skepticism so high, that no proof can overcome this."

You can read the full article here. Please feel free to agree your comments on this type of marketing here.