Crafting Your Customer Story - Episode 6

Mar 02, 2023

How To Craft A Customer Story That Sticks

Have you ever tried to share a customer story and found that it just falls flat? You're not alone. Many businesses struggle to effectively share their customer stories, even though they know how important they are. But don't worry, we're here to help!

Unfortunately, too many businesses don't realize the power of customer stories. They don't understand how to craft them in a way that will connect with their audience and showcase the value of their brand. Here are a few reasons why:

  1. Lack of Identifiable Characters: The customer story doesn't feature a person that the audience can relate to.
  2. Lack of Authentic Emotions: The story doesn't highlight the emotions that the customer experienced when using the product or service.
  3. Lack of a Moment: The story doesn't focus on a specific moment in time when the customer experienced the product or service.
  4. Lack of Specific Details: The story doesn't include specific details that bring the story to life.
  5. Telling instead of Showing: The story is told instead of shown through vivid and memorable anecdotes.

Don't despair! We're going to show you how to craft a customer story that sticks by following Kindra Hall's framework in her book "Stories That Stick."

Here's how, step by step:

Step 1: Identify Identifiable Characters

Find a customer who your audience can relate to and focus on their story. This could be a person just like them who faced a similar problem or challenge and was able to overcome it with your product or service.

Step 2: Highlight Authentic Emotions

Emphasize the emotions that your customer experienced when using your product or service. For example, if your product helps alleviate stress, you could focus on the emotional journey of a customer who went from feeling overwhelmed to feeling relaxed and in control after using your product.

Step 3: Focus on a Moment

Choose a specific moment in time when your customer experienced your product or service. This could be the moment they realized the value of what you offer, or the moment they felt a positive change in their life.

Step 4: Include Specific Details

Make the story vivid and memorable by including specific details such as the location where your customer used your product, the time of day, or any other detail that brings the story to life.

Step 5: Show, Don't Tell

Use anecdotes and examples to bring the story to life, rather than just telling the story.

By following these steps, you can craft a customer story that connects with your audience and showcases the value of your brand. So what are you waiting for? Start reaching out to your customers and start telling their stories today!

Stuck on where to start storytelling? Read this video blog by Kindra Hall. 

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