Never underestimate the power of success stories in building your brand
By Tulinagwe Malopa
- Success stories are an effective way to communicate your company’s growth and engage your customers.
- You need to establish clear techniques to guide you through
Every organisation wants to share its impact to the public as a way to advance their brand to attract more customers. However, you can’t build your brand identity without success stories.
Today, customers require vendors to deliver solutions to their problems. To justify their investment in the solution, they need a real-world proof that your company has successfully solved the problem or has contributed an impact to the community rather than just increasing investors’ profits.
Success stories can be a perfect way to improve customer satisfaction and trust in your brand.
Producing success stories is a process, an art and science. It is not something you can wake up in the morning and just do without having the basics. You need techniques that will guide you through. Here are some of them:-
Get started with a bang
The most prominent parts of a success story (title, subtitle, and benefits bullets) are typically the most difficult parts to get right. A strong start should capture your reader’s imagination and hold it. The best way is to start with a bang.
Jordan Dane, a national bestselling, award winning author and storytelling guru once said we should use action verbs and emphasize benefits in the title and subtitle. Make every effort to use key information in the beginning.
The goal is to tease the reader into wanting to read more and make business with your company. It is important to build the foundation and set the tone of your story.
Write to convince your audience
Convince customers to agree and consider your success story as a true illustration of what you do and not just a PR stunt. The story must explain the benefits they will get either directly or indirectly through your services or products. Doing so will be a perfect way to build your brand and influence people to get services from your company.
No single element in a success story is more compelling than the ability to tie quantitative benefits to the solution. Strive to present imaginative ideas to the customer for ways to evaluate the benefits, and remain flexible during this discussion. If benefits cannot be measured, attempt to develop a range of qualitative benefits, which can be compelling as well.
The best way to quantify the benefits is to use data on the impact of the product, service or project. Data increases trust and it is easy for your audience to analyse and get some more insights.
At Nukta Africa, when producing success stories for clients or for ourselves we always ask more data from the clients and interview customers or beneficiaries to ensure we get some crucial data about benefits they got from the product or service.
To avoid a list of very difficult to understand data, we use infographics to explain complex data and illustrations. The rest of the data is simplified from let us percentage to easy way of understanding such as instead of saying 75% we always write three out of four or three quarters. These infographics can be useful even increasing engagement with your audience.
Address highly tailored solutions
Even highly tailored solutions can be described in an effective success story. Write first about a more general problem in the industry, then transition to the specific problem that the customer faced.
In the solution section, use the opposite sequence: Describe how the solution solved the specific problem, then indicate how it can also help resolve the issue more broadly days to come. It is advisable to use real examples and not fictitious ones. Remember there is someone, somewhere is likely to take action to purchase or recommend your product or service to someone else.
Find a character to build your success story
Where necessary use an interesting character to narrate your story. Having a character as a case study is very important as they can be used to explain the benefits of your solution and as a result attract customers to subscribe to your services or product. The selection of the character should be based on the uniqueness of his or her story. You can pick on her past history before starting using the service or produce to where she is now. Look into hidden stories or impact that she or he has got due to using the service or product and start with that. This will avoid people to consider your success story as mere magnification of the impact.
Producing a high quality and data-driven success story is not a one day assignment. It takes days of learning and practicing.
This is just a guide, for you to do it on your own but if it takes you more time, our team of award winning storytellers can help you by providing training services or produce for you success stories for your projects or services.