Ever felt a tad jealous of someone with an easy-to-explain profession? I mean, people know right away whether they need a dentist or a tax accountant.
But if you offer a highly specialized service, it might feel harder to write content that connects with customers and gets them excited about what you offer.
No need to change what you do. Let’s just give you a strategy for presenting what you do in a way that gets potential customers excited to work with you.
A simple, no-fail way to create content that connects, even for a unique service offering, is to write a customer success story.
The Power of Business Storytelling
Storytelling is your best friend when you’re creating content for your business. A story lets potential customers see firsthand what kind of magic you create.
Not only do stories show the specifics of what you do, but they also help readers connect at an emotional level.
If your services are highly specialized or a bit off the beaten path, a story will help your audience get what you do in a more immediate way.
And even if you are a dentist or a tax accountant—or any other profession the average person has knowledge of—telling a customer success story is solid gold.
A story gets people emotionally engaged in the results that you get for your customers. When we hear a story about someone who has been where we are and has made a huge shift, it makes us think that we, too, could leave behind whatever struggle we’re facing and get to the other side of the mountain!
Get Clear on the Results
To tell a customer success story, all you need to do is think about a customer whom you helped to get a happy result.
First, brainstorm a list of the specific outcomes she got from working with you. Next, go straight to the source. If you already have a testimonial or review from this customer, comb it for results. If you haven’t yet gotten a testimonial from someone you know you really helped, or if it’s not bursting at the seams with the benefits you know she received, reach out and ask! You can let this person know how impressed you are by the results she got, and that you’d love to make sure she’s giving herself credit for all her growth.
Once you’ve got some results for your “after picture,” match each “after” with a “before.” You might find it helpful to jot down the results in a table like the one below so that you make sure to capture all of the struggles from before your work together.
| BEFORE | AFTER |
| felt guilty about not blogging; guilt was distracting her from other tasks | blogs twice a month like it ain’t no thang |
| had no idea what to write | has an editorial calendar of 30 blog posts |
| procrastinating about blogging b/c writing isn’t her strongest skill | drafts in a burst of inspiration then pays for professional revising and editing |
Emphasize Your Expertise
Finally, craft a story that shows the before, how you helped, and the after. Make sure to include all of the “before” elements that you know are common struggles for your audience. The goal is to help people with a wide variety of starting points connect to the story in some way, either through the specific situation, or through the emotion the situation brings up.
Be very specific about how you helped. Mention elements of your Special Sauce that came into play. Give examples that show your dedication, your unique methods, or your approach and style. Additionally, focus on how your customer was an active participant in the journey.
If you’re a coach, I recommend making your customer the protagonist of the story. You are the helpful mentor, like Obi-Wan Kenobi, but your client is the one doing the work and making the decision to change.
If you offer a service or product where you solve problems for your clients, you can make yourself the protagonist. Your customer is the village being plagued by a dragon, and you are the knight in shining armor.
When you get to the “after” details, make sure to show the difference they’re making in the customer’s life. Use language that emphasizes the relief, confidence, or increased happiness your customer is experiencing after working with you.
Take Action!
Think of one customer you’ve really helped and write her success story. You can keep the story anonymous by changing the name or not using a name, or you can ask your customer’s permission and use her real name and business. Either way, focus on the positive. You want anyone who reads this story to see your compassion and expertise—not your impatience with someone who was struggling.
I’d love to hear what ideas came up for you! In the comments below, share the awesome results you helped a customer get that you’d like to turn into a customer success story.