There’s a section in my new book, Evangelist Marketing, called Results Stories.
Results stories detail the ways your products and services have improved the lives of happy customers. They detail some relevant parts of a customer’s life, and talk about how some part of your offerings has positively affected their life or their family.
The most effective results stories use the words of the happy customer. That’s because your customers’ words are more emotional, compelling and relevant to other customers than your own words. (This is why you very best possible marketing messaging comes from qualitatively interviewing your customers, but this is another post for another day.)
Results stories are testimonials on steroids.
Once you amass them, you can utilize your results stories from the following platforms:
- Your Web site
- Your proposals
- Your collateral material
- Your product package
- Your press releases
- Your advertisements
- Your phone calls with customers
- Your meetings with buyers
There’s no limit to how you can leverage these results stories.
And they immediately improve your marketing because they allow prospective customers to put themselves into the shoes of current customers and imagine themselves benefiting from your product or service. Pretty good, no?
So, the question is, are you going to gather a few results stories this week?
My new book, Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn’t) was published in January. It’s 288 pages on topics like this one.