In the old days, we called them case studies and they were about as boring as the name implies. They examined a single instance or event in a dry, jargon-y way with stats and sleep-inducing information that did little to inspire action.
Today, case studies have morphed into customer success stories, and they are, or should be, much more compelling. Picture this: you and your organization are cast as Wonder Women (or Men), revealing in a page or two how your product or service helped a customer solve a major problem in a big way.
Ready for your foray into story-telling? Here’s how to do it.
- Focus on the human element. Give the basics about the customer being profiled, then jump into the problem he or she faced and expand on it. What did the problem cost in terms of stress, money and lost opportunities? Be sure you convey the information in an emotional way.
- Put on your cape. As the superhero, you’re there to take the problem by the horns and show how you fashioned a solution. Just like a good storyteller, plot out some twists and turns that didn’t quite work. Then, whoosh, you and your team fly in to save the day.
- The end, and it’s happily ever after. Show how rich your customer’s life has become, now that the problem is resolved. Be specific. You may want to include key points or lessons learned that will motivate others. If done right, your readers will want to know how you can solve their problem. And that’s the whole point.
- Consider using or incorporating other media as a way to ‘sell’ the story. Video or audio can work great, separately or as an adjunct to the text. And of course a photo is worth 1,000 words.
- If writing isn’t your strong suit, consider hiring a content creator. Have the professional talk directly to your customer to dig deep and eke out not just the story but the emotion behind the words. And make sure he or she tags everything with key words or keyword phrases.
It’s common courtesy to share the success story with your customer before posting it on your site. Use social media sites and newsletters to share a link to the story. And consider excerpting portions for trade media articles or speeches. You and your team worked hard to deliver great results. It’s time to share the news far and wide.
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