How we turn storytelling into branding magic
A great customer success story needs to be a great story too – one that follows the rules of storytelling.
Typically, almost all good stories follow an inner logic, a pattern if you like, based on certain narrative conventions. You need a situation, an obstacle, a solution, and an outcome. And you need a hero.
This structure is designed to grab the viewer’s attention and elicit an emotional connection with them. So let’s take a closer look at how we can apply it to your client success stories
1. We introduce your hero
People like to hear or read about people. That’s why your business isn’t the hero of your client success story; your client is. It’s important that readers identify with them, so we never skip proper introductions. What are your client’s goals and values? Which of their characteristics are relevant to the story? Are they self-employed, new parents, savers, investors…?
By introducing your client first, we’re making them relatable. And we’re highlighting the human impact of your advice business.
2. We introduce the obstacle
There’s something almost all movies and novels have in common; their hero is presented with a challenge to undertake, a problem to solve or an adventure. This is what motivates the hero’s actions and moves the story forward.
A great client success story is no different. Your client has approached you with a challenge, a financial goal or problem they require your help solving. By describing your client’s pain points, we’ll help prospects who are facing similar obstacles feel empathy towards them.
Remember – the obstacle is the villain in your story. So we make clear why the problem must be solved and (without scaremongering!) what the potential consequences could be if it isn’t.
3. We bring in the solution
Now that the scene has been set, it’s time to get into the real action of your client success story and bring in the solution. That’s your cue; you’re the ally coming to the hero’s rescue with the power of quality advice.
This is where we tell how you’ve helped your client solve their problem. Of course, we’ll also include some more information about you, but without stealing the thunder from your client – they’re still the hero.
4. Wrapping up with good client outcomes – It’s time to wrap up the narrative and focus on the positive outcome you’ve contributed to. How has your client’s situation changed? Are they achieving their goals? And why does it matter to anyone else?
The relatability of the client’s situation, coupled with tangible results, can help reinforce your message and leave an impact.
How FINERGY can help you
As you can see, we believe in the ‘magic’ of great storytelling, and we can help you create and use client success stories and testimonials in your comms. Do you have any happy clients willing to tell the world about their experience with you? Get in touch – we’ll be happy to discuss your requirements with you.
