You can’t beat a good story to get your business noticed. That’s why customer case studies in brochures and newsletters are so compelling. They are often what people like to read first. After all, readers don’t just want to hear you telling them how good your products or services are; they like to check an independent view as well. The opinions and verdicts of satisfied customers helps persuade prospects they are making the right decision in choosing your business.
The strongest element in company brochures, newsletters and websites is often the story telling. This is your opportunity to produce compelling copy with a soft sell subtly woven into the fabric of the story. Having captured people’s attention, you can position your business, brand, culture and identity in the best possible light.
It can be a challenge bringing together the ingredients needed for strong customer stories that stick in the mind. A useful approach is to put POWER (Perspective, Ownership, Warmth, Endorse, Rapport) in your copy:
Perspective – see the world from the customer’s point of view, not yours. Tell stories relevant to their world and let them make their own minds up about how good you are.
Ownership – tell your stories in the first person, highlight the actions of colleagues and say why they are important to the story, personalise the content with your own contact details at the end. This builds trust and confidence that you are accountable and prepared to ‘walk the walk’ as well as ‘talk the talk’.
Warmth – show compassion and a deep understanding of customers’ challenges – plus a readiness to help tackle them. A ‘we’re in this together’ philosophy creates stronger stories.
Endorse – the all-important real-life examples of how you help customers is your opportunity to say ‘Don’t just take our word for it…’. One of the first things businesses look for are what other customers have to say about you.
Rapport – speak the same language as your customers with straight-talking, jargon-free communication that they will understand and respond to positively.
If you want to put more POWER in your company stories contact us.