Most companies understand the value of effective business brochures and products and an attractive website, but many companies underestimate the value of success stories, also known as case studies.
Business customers today ask; it requires suppliers to deliver success stories tailored to the customer’s specific industry. To justify their investment in the solution, they need real evidence that their business solution has been successfully implemented in another company.
As a result, companies face a critical challenge: they need to build case studies into each of their key target articles.
Success Story Value: Five Points to Consider
Here are the top reasons why success stories are such a critical part of the marketing process, especially when it comes to complex business solutions and problems:
- Examples help to understand. Complex business problems and solutions are best understood through examples. Most people have struggled with a concept that is difficult to understand when someone explains it by saying “for example…”
- Success stories inspire empathy. Successfully written success stories allow the reader to empathize with the problem or challenge the customer to the success story they are facing, in many cases because they are experiencing a similar problem.
- Success stories are trustworthy. Marketing success stories seem more trustworthy to readers than marketing brochures because success stories are about a factual situation and not about marketing claims.
- Success stories tell a story. People love a story. The Success Story Writer weaves a story that can help readers take the first step toward solving a complex and potentially costly business challenge.
- Success stories are aimed at a specific audience. Your potential customers want to feel that their specific needs are being met. If the customer is in healthcare and the success story describes a telecommunications application, it is difficult for the customer to identify with the story. That’s why most companies that use success stories as a key marketing tool adapt at least one success story for each key audience.
For many companies, expanding the role of success stories in their marketing and sales strategies is the missing piece of mystery. Effective success stories can be posted on the website, distributed at conferences, packaged and customized for specific audiences for client meetings, and mailing packages sent.
In highly competitive companies, success stories can provide the competitive edge companies need.
For these reasons, many companies hire the services of experts in writing success stories: agencies or freelancers. However, if members of your marketing team or product managers are doing the work, they should keep the following best practices in mind when writing case studies and success stories.
How do you write success stories that work?
Here are five proven ways to write success stories.
1. Convince the customer
In many companies, the customer is the main factor limiting the development of success stories.
Another way to convince customers is to say that they will receive a copy of the eventual success story as a token of appreciation. Hanging on the wall of the client’s office, this framed copy becomes a symbol of the successful relationship between the client and the solution provider. Over the years, colleagues, colleagues, visitors, and others will see this physical reminder of your accomplishments.
2. Work with customers to ensure success
Customer engagement is more than just the first “OK” to proceed. The following tips ensure a positive customer experience and a positive conclusion:
- Get customer approval before writing the document, ask for suggestions during development, and get approval after writing.
- Instead of asking the client to prepare quotes, write them down for review; This usually results in more attractive material.
- Use ‘homemade’ photos of customers to personalize the story and connect with readers.
3. Make agreements about a common organization
The most effective and proven organization for a success story follows the flow of problem-solving benefits:
- Describe the business or technical issue or problem first.
- Then describe the solution to the problem or the solution to the problem.
- Finally, describe how the customer benefited from the solution.
This natural sequence of the story resonates with readers.
4. Start with a bang
The main parts of a success story (title, subtitle, and benefits indicators) are often the hardest parts to get right. My best advice is to start with a bang. Use action verbs and emphasize benefits in headlines and subheads. Include a small customer quote in larger text. Then summarize the main points in 2-3 concise points. The aim is to encourage the reader to read more.
5. Try to quantify the benefits
Nothing in a success story is more compelling than the ability to connect quantitative benefits to the solution. For example, “Using solution X saved more than $Z for customer Y after just six months of use.”
Quantifying the benefits can be challenging, but not impossible. The key is to give the customer creative ideas on ways to quantify the benefits and remain flexible during that conversation. If the benefits cannot be quantified, try to develop a set of qualitative benefits, which might also be attractive.
Companies generally cannot afford not to develop success stories, as their competitors are likely to use their exemplary power effectively and thus gain an advantage. In most cases, several effective success stories can pay for themselves through increased sales.
Many potential customers need to ensure that a vendor’s solution can successfully solve the types of business challenges they face in their industry. Success stories can provide proof.