5 Reasons Why Customer Success Stories Work

By Tess Wittler

Success stories (sometimes called case studies) show impact on people ― something positive that’s occurred as a result of purchasing your products or services. The goal of success stories is to impact your prospect’s buying decisions.

Success stories merge two influential marketing techniques: testimonials and storytelling. This powerful combination builds a memorable picture for your prospects.

1. Success stories create credibility. When people read a customer success story, they automatically view the information as more credible because it involves one of your customers. It is obvious that you provided a solution to their problem, and they are happy customers who want to share their experience with others.

2. Success stories tell a tale. They engage the reader while painting the picture of a challenge one of your customers faced and how you helped them overcome it.

3. Success stories share the benefits. Success stories aren’t about a list of features or services you provide; they are about showing how choosing you can impact their life. Success stories answer the questions: "Why should I care?" and "What’s in it for me?"

4. Success stories educate. Through hearing the story, the reader learns more about the process, the product or service ― in a subtle, yet effective fashion.

5. Success stories create a connection. Readers empathize with the problem or challenge that your client faced which starts the bond between the reader, your client, and yes, your company.

You may be thinking, why not just create a glossy company brochure? Glossy brochures do have their spot in your marketing plan; however, a glossy brochure is and always will be viewed as a marketing piece. When someone reads a brochure, they know the information is biased towards your company. When they read a success story, the human element comes into play. The reader starts to relate to the customer and, ultimately, relates to the solutions you can provide.

Nothing sounds sweeter than a happy customer singing your praises, so take the first step by identifying customers that you can feature as success stories!

Tess Wittler Writing Services • Giving Your Visions A Voice

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