Make a lasting impression — and new sales — with customer stories.
Chip and Dan Heath are famous for their smart and compelling books. The book that first made them popular, “Made To Stick,” is a classic. It lays out in simple terms how to get people to remember and understand your message as well as act on it.
So what do the Heath brothers recommend for getting people on board with your idea, cause, product or service?
Stories.
They emphasize that a story provides simulation and inspiration. Simulation provides the opportunity to imagine scenarios, situations, and context. You can see yourself in a similar situation.
Inspiration comes from seeing others succeed and win – which makes us want to do the same.
Stories nicely integrate three other key “sticky” principles, according to the Heath brothers:
Concreteness – classic story structure makes difficult concepts easier to stack, build and understand.
Credibility – more details are shared in stories which in turn make the situation more believable, as opposed to a lack of specifics.
Emotion – the conflict or tension of a story naturally engages emotions such as fear, hope and triumph. And emotion propels us.
Success stories and case studies have the power to transform your marketing and selling process. They remove uncertainty and doubt, and replace them with confidence and credibility. Spotlighting your customers and their results gives peace of mind to buyers.
Stories and case studies also educate and teach in an appealing format. Educating your prospects elevates your status as an expert and trusted source of information.
Most decision-makers are skeptical about any new expense or solution. Customer stories about you and your company, complete with measurable results, counteract cynicism and hesitation.
Your customer success stories are readily available and powerful. Capture them, share them, and amplify them for better sales results this year and beyond.
Have a great week.
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