Customers are the hero in any B2B brand story. As a marketer, you are an assistant to help them achieve their goal.
Brand success stories showcase customer experiences and what one can expect from your product or service. The stories provide the chance to:
1. Address the challenges which your target audience are facing
2. Ease the concerns which they might have
3. Accept their authenticity
Weaving a great customer success story can be an enticing journey as a marketer and keeping the prospect engaged. The classic tale touches the emotions and convinces the leads to get converted as the customer.
Find the best template for telling great customer success stories:
1. Raise The Curtain & Introduce Your Hero:
Once upon a time there was a girl named Cinderella. She was extremely beautiful and caring but would always be overwhelmed with household work. Her stepsister and stepmother forced her to work hard, keeping her untidy and in a mess. Dejected and sad, she would wish for someone to help her out.
Example: The hero who is your client is an esteemed organization but is facing some hurdles in getting the deserved recognition due to low-quality mailing services.
Scenario: Company A is________. They had expertise in________ but were facing the challenge ________.
2. Connect With The Audience & Make Them Hate The Villain:
Image via: The Mary Sue
Cinderella’s stepsisters were wicked. They slept and ate the whole day while Cinderella worked hard. She woke early in the morning, cooked meals, kept the fire going so that her stepsisters could rest. Cinderella was in despair and sometimes cried when alone.
Example: Next explain the problem in detail. You can explain it step by step so that the audience can understand the gravity of the situation. Put in a way which conveys that the situation should be resolved at the earliest for controlling any further damage.
An organization having a problem in connecting with the right prospect can lead to reduced sales. As a marketing service provider, include testimonials in this step, like the way a client explains his problems can hit the right chord with the potential customers. This tactic helps in attracting the accurate prospect due to the clear mention of the challenge.
Problem: Company A were struggling______ They were going through a phase______.
3. Bringing In The Savior:
One day royal news came to the town. The king and queen planned a ball so that the young Prince could find a bride. All the young ladies were invited to the ball. The stepsisters were overjoyed to attend, so was Cinderella.
On the big day when the sisters got ready with their beautiful gowns, Cinderella told she want to come with them. Her stepsisters laughed and told her she could not attend. Off they went, leaving Cinderella alone at home.
She kept wishing, and out of nowhere, Fairy Godmother appeared. She granted Cinderella’s wish to attend the ball and dressed her up with a nice evening gown.
Example: You are the savior and act as an assistant for your client. The challenge which the customer had in connecting with the right prospect was resolved with your accurate database services.
Solution: Solution B allows Company A to ______ Thanks to ______ Now Company A uses solution B to ______
4. They Lived Happily Ever After:
Image via: DisneyParks
Cinderella thanked Fairy Godmother and went to the ball. When she reached the castle, she turned many heads with envy as she looked absolutely stunning in the gown. The Prince could not take his eyes off from Cinderella and asked her for a dance. They danced and danced till the clock struck midnight; Cinderella immediately remembered her Fairy Godmother’s words,” Everything will go back as it was before at the stroke of midnight, so be sure to leave the ball before midnight.”
Cinderella ran up the stairs to leave the ball even while her Price charming shouted: “wait for some more time.” Out in a hurry, Cinderella left behind one of her glass slippers.
The Prince picked up the slipper and promised to find her soon. Later on, he visited all the houses in the town to see if the slipper fits any of the maidens. Finally, he reached Cinderella’s house where the stepsisters tried to fit in the slipper but failed. When it was Cinderella’s turn, it perfectly fits into her foot.
The Prince found her Cinderella, and she found her Prince charming. They got married and lived happily ever after.
Example: The outcome of the story should be a happy ending. You can wrap up the story with all the good things that happened after implementing the solution. Including all the qualitative and quantitative details helps in engaging the audience as it sounds authentic and impressive.
You can start with like there was an increase of 60% click-through rate and a 50% open rate after integrating the solution.
Outcome: Solution B has helped Company A to _______. As a result they_______
Final Customer Success Story Template:
Scenario: Company A is________. They had expertise in________ but were facing the challenge ________.
Problem: Company A were struggling______ They were going through a phase______.
Solution: Solution B allows Company A to ______ Thanks to ______ Now Company A uses solution B to ______
Outcome: Solution B has helped Company A to _______. As a result they_______
Summarizing:
Customer success stories are like any other fairy tale having a hero, villain, action, drama, happy ending. It has the right emotions to catch the attention of the audience and make it memorable.
The template: Scenario, problem, solution, and outcome
What else one needs?
