Gee, you hope they tell people.
Youve solved the unsolvable, wowed the client, and exceeded expectations.
Now, youre left hoping. Please, please, please–tell people how great we are to work with.
Youd like to be the kind of person who only needs to see one customer smile to be happy. You learned long ago that impressing your customers makes your day fun. But with all the online channels for customers to speak out, you know that if you play it right that one smiling customer can bring you hundreds more.
What if you could control the story your customers will tell?
In the B2B marketing world, fewer businesses go online to review business transactions. When B2B businesses want buyers to tell their stories, they produce case studies. Case studies detail a customer’s problem and explain how the business solved it. They are essentially 1-3 page long testimonials.
B2B marketers consider case studies the most effective form of content marketing. In the B2C world, you may have seen them referred to as Customer Success Stories. And if your service-based business isnt using them, youre missing a vital marketing opportunity.
The Key to Writing an Effective Success Story
Whether youre trying to gain brand awareness or bring back repeat customers, generally your marketing has one primary goal: to strengthen the relationship between you and your customers.
Your customer success storys goal is to build relationships between your customers and your prospects.
When your prospects see themselves in your happy customers, you turn them into customers. 4 Simple Steps to Writing a Memorable Customer Success Story
Your prospects are much more likely to remember a well-told story over a quick testimonial or a blurb review. You can ensure your stories are memorable and connect with prospects by following a few simple steps: 1. Interview your customer: Remember, you’re creating a bond between customers. Your perspective comes second. Never assume you know what your customer loved about your service. 2. Embed quotes in your story: Youre honest with your customers. You give straightforward answers. Yet after you answer a question, they ask you Are you sure?
Of course, you are sure. But its not your fault customers are skeptical of service and sales reps. Others have lied to them. Unfortunately, in some industries, enough lying and customer disappointment occurs that customers could deem your story unreliable. Customer quotes root your story. They eliminate the “Are you sure?” questions. 3. Go for the most relatable problem over the biggest problem: When I was an event planner, Id get excited about room flow and entre timings. However, my clients worries often revolved around the easiest parts of my job: getting the guest of honor seated or making sure the speaker had a Diet Coke backstage. You may not consider these selling points, but your next client might. 4. Explain the decision maker: Every piece of marketing you create explains why someone should hire you. Your success stories give you the opportunity to tell why someone did hire you. What made them trust you? Is it the same reason new prospects will trust you?
Remember the last time you chose a service due to a friends referral. At some point, the friend said to you, What I really like about this company is This is a decision-making detail. And its often the final point your prospect needs to hit buy.
Do you know a business or salesperson that gives outstanding service, but doesnt get the attention they deserve? Help them out by emailing them this post with them or share it on social media.