Story telling is an art, whatever form it takes, spoken written or enacted. And, if done right uncovering your customer’s story will resonate with the reader and is one of the most effective ways to communicate, particularly if you have a complex product or service.
The term case study has been criticised for sounding dry, dull and boring, part of the reason I’m sure why more people now use the term customer story. And just renaming this valuable marketing tool can give it a whole new personality and lease of life.
A story is intimately more engaging. In our hearts we envisage ourselves sat around the fire side being transfixed and lulled by an elder who takes us to another place, another time.
When I’m uncovering your customer’s story it’s essential that we establish goals and the key message the story is trying to reveal, it’s the glue that binds the piece together. Central too is the business value and how the customer experiences it. Those ‘aha moments’ when people nod, agree and understand. Reading about value, often in the form of a quote, can be enough to provoke the reader to think, ‘I want to experience those benefits’. This is marketing gold – you’re getting your customer to sell your product for you!
What’s more, once read and enjoyed customer stories are remembered, they might even spark the reader to ring the customer the story is about and talk directly to this product champion! Or the reader might keep the story or even better share it with peers and suddenly the reason to test or go right out and buy, is real.
Would you like to uncover your customer’s story? Let me help you tell it.
Next blog – Now you have the story, how are you going to make sure you get the mileage? Stay tuned and sign up to my blog here.