So often I talk to people who produce 2-minute videos or blog articles of their own business story, post them on their website, and consider themselves accomplished and proud business storytellers. In reality, not many people are connecting to that content. Your brand story is important, but it’s not enough.
You also need to be telling your customer stories. Your customer stories exemplify the success within your business, leverage trust with prospective customers, and are one of your greatest assets in business.
Think of your favorite movie, and identify the hero. Now identify the hero’s guide or one to point them in the right direction. That’s the position you need to take as you tell your customer stories.
You are not the hero, you are the guide.
Your customers are the heroes.
Your customer stories should be about celebrating the barriers they overcame, the dreams they achieved, with your product/service as a guide to get there. Think of your role as Yoda rather than Luke, or Haymitch rather than Katniss.
Your job is to elevate the greatness and success of your customer, the hero.
When telling your customer stories, make sure you dive in and tell the whole story. It’s tempting to just focus on the snippets of success, but remember, these customer stories are developed as a connection point between a potential consumer and your brand. Talk about the pain points, the challenges, how the customer’s life looked before they came into contact with your product/services. It might lengthen your video or blog articles, but the added time is worth it when elevating your customer’s experience.
When you showcase a customer’s story in this way, you help prospective customers see the gap between what they want and the life they’re living. Then you insert your brand, not as the hero, but as a guide to introduce them to the products/services that can help them get to where they want to be, ultimately helping them achieve their goals.
This approach to telling customer stories is important because it creates an avenue for prospective buyers to visualize themselves in the customer’s shoes.
When you present real challenges from a real individual, you create a space for people to relate, empathize, and see themselves in your brand story.
The prospective customer can understand and share the feelings and challenges of another person who was able to overcome those challenges with the appropriate guidance. They realize they want similar things and your product/service simply offers them a solution. Telling your customer success stories is a way to give your future audience an opportunity to visualize themselves as your customer.
Now, you might be asking the question, How? There are so many ways to tell your customer stories. It might look like interviewing some of your customers on a podcast or Facebook Live. It might look like writing blog articles or strategic Facebook or Instagram posts or hiring a photographer.
People want to see you show up. And when you share your customer stories, your prospective customers will see the trust that is formed with your current customers.