A customer story, which is a case study in story form, is essentially a before and after story of what you did for your client and how it impacted their life or business.
You may already have a lot of testimonials, but these, in most cases, don’t tell a story. If you’re not careful, testimonials can even sound a little shallow if they’re too general.
Customer or client success stories are important for any kind of business, whether you’re a Fortune 500 or the tax accountant in a small town.
People will flock to stories, just like they flock to customer reviews on websites like Amazon, partly because of curiosity. But more than that, the emotional draw of human interest stories is very powerful.
Problems get attention because everybody has problems. When you successfully solve a problem for someone, people want to know what you did and how you did it. And they want to hear it directly from the source, your customer, because it’s the unvarnished truth.
Don’t overlook your customer stories in your marketing mix. Even a short customer story can be a magnet to prospective clients and provide valuable credibility.