It’s in our nature to quickly assess products and services by asking a very simple question – “What’s in it for
me?” Our instincts of self-interest motivate us to spend time and resources in ways that help us drive revenue, reduce expenses, and generally make our lives easier.
Great client stories are automatically focused on client wants and needs because your clients – and their perspectives – are the centerpiece. Their stories are appealing for several reasons:
1. Credibility – real clients, with positive outcomes, going on record.
2. Education – highlighting issues, implications, and courses of action.
3. Validation – delivered as promised, with tangible and measurable results.
Remember that the marketplace is screaming “who cares!” Give people a reason to care by addressing their wants and needs in the form of stories about similar people, in similar situations. People will be attracted, they’ll learn what’s in it for them – and most important of all – they’ll be inspired to buy.
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