People live busy lives and want information quickly and conveniently. They also want to feel like they’re getting the best available option. One of the most effective ways to promote your business is through stories. Promoting through stories might sound like a strange or foreign concept. Shouldn’t you create an ad that’s flashy and promotive? You could, but honestly, that won’t make your products or services stand out in an unforgettable way. To truly stand out, your marketing needs to be relatable and build trust. Stories are the perfect way to establish that bond because they resonate with people on a deeper level than traditional marketing.
Why customer stories?
There are several types of stories you can tell your clients, but one of the best stories won’t come from you at all. It will come from your existing customers. Customer stories establish a deeper sense of trust with potential clients. Of course, you’re going to say that your product or service is a great choice. It’s your business. But when potential customers hear positive stories from your existing customers, they’re more willing to believe them.
People want to hear stories. Which is why, more often than not, shoppers search for reviews before ever making a purchase. Customer recommendations go a long way to drive up business and bring in new clients, but in-depth customer stories go even deeper than a two-sentence review.
Connecting on a deeper level
Let’s say you own an event planning business. A client who’s looking to throw their significant other a unique party will trust you almost instantly if they read a story told by someone who came to you with a very specific theme in mind and was wowed by your attention to detail and fantastic customer service.
If you provide your clients with computer software, your potential clients will breathe a little easier when they read a story about a technologically challenged person solving their computer dilemmas by using your programming software.
Using stories is a great marketing strategy but not a new concept
Storytelling might seem like a new brand of marketing, but people have been trusting stories for decades. People talk about the latest and greatest all the time, whether that be a new salon, auto shop, technological gadgets, or handbag.
People are natural storytellers. Just take a look around at the next event, brunch, or meeting you attend. You’ll likely see people gathered in groups, and if you listen, you’ll hear them tell stories and give recommendations. Often they give these recommendations unintentionally. Advice and service recommendation is simply a natural part of a conversation. But these offhand comments and compliments can go a long way. A person is far more likely to buy a product or acquire a service if they’ve been recommended it by someone else.
Once upon a time, you had to rely on word of mouth, but in today’s technological age, you can share customer stories with the masses. And, good news for you; recent studies show that 84% of consumers trust online reviews as much as personal recommendations, which shows just how powerful customer stories can be.
Sharing customer stories can help you reach a larger audience, secure trust, and give your company’s name more recognition. It’s a way to share what you offer in a real and personal way that forms a relationship between you and your customers.
Relationships are a vital part of life, and you might not think of your business interactions with your customers as relationships, but that’s exactly what they are. And those relationships require trust and happiness. Customer stories are the perfect way to start that relationship off on a good foot. It’s the best way to go from being thought of as “unknown and risky” to a brand that is recognised and desired.
Is there something you think we should be covering? Write your suggestions to firstname.lastname@example.org