Customers and prospects can be a tough crowd. They are usually wary and often sceptical when they read sales material.
Instead of doing the selling yourself, why not let your clients help you win more business?
Customers can be your biggest advocates. After all, they know exactly what you can deliver. Who better to explain their positive relationship with your business?
It’s a relatively simple step to turn their loyalty and first-hand experience working with you into an effective communications tool. We’re talking customer case studies.
You might already produce them. But are they doing the best job of promoting your business?
Here are five ideas for you to put POWER into your customer stories so they are read and remembered, rather than ignored or forgotten:
Perspective – See the world from the customer’s point of view, not yours. Tell stories relevant to their world, explaining how you understood their pain points and overcame them. Then let readers make up their own minds about how good you are
Ownership – Use practical examples, backed by evidence and using named individuals, that show how you helped your customers to succeed. This will prove you can ‘walk the walk’ as well as ‘talk the talk’
Warmth – Show compassion and a deep understanding of your customer’s challenges, especially highlighting where you ‘went the extra mile’ to tackle them together
Endorse – Customer stories are an opportunity to say ‘Don’t just take our word for it...’ by including compelling customer quotes. One of the first things customers usually look for is what other customers say about you. Avoid getting customers to gush or go overboard in their praise of you – it can sound contrived. Instead, structure customer quotes to include quantifiable benefits that demonstrate the real value you have added to the relationship
Rapport – Speak the same language as your customers and prospects with straight-talking, jargon-free content that is easy to understand. Your audience is more likely to respond positively to your case studies if they feel you can do the same for them.
Now, build on the POWER you create by publishing a steady flow of customer case studies across the year. You’ll soon have a strong communications platform and a handy library of compelling stories that showcase your business.
If you’d like to add more POWER to your customer case studies, message me on Professionals UK or call me on 07931 340088. Find out more about what I do at writeonbusiness.com.
I’m an experienced business copywriter who can provide a flexible, time-saving writing resource whenever you need it.
