There’s nothing more powerful than using stories in your marketing. Stories help your message to resonate with your prospects, and when you can build a story into a great case study, they really help to prove what you say is true.
Sharing your clients’ success stories will inspire your prospects to work with you. People want to work with experts who can get them results… and stories play a large part in influencing action.
Why do you need to use success stories?
It’s a bit of a no-brainer but I will spell the benefits out anyway;
- They hammer home your credibility.
- They convince your audience that you do what you say you do – that you can deliver; the bigger the results the better.
- They prove you have market trust in you – this makes your audience more receptive to putting their trust in you.
- It uses social proof perfectly – other people have risked their time and money investing in you. It worked for them so it could work for you.
What others say about you is worth far more than what you can say about yourself. By using someone else’s words to promote you, and not just you saying how good you are, it’s a compelling call to action.
What makes a good success story?
A good success story should be brief and to the point. It should be a balance of enough detail and enough emotional impact and yet still be nice and clear.
The lesson in the telling of success stories of other people is take them back to the place where they were emotionally. Paint out that journey from struggle to success. Share these stories with your prospects as faithfully as you know them.
This is a really key point – be honest in your success stories because if you aren’t, this lack of honesty will come back and bite you.
A success story is not about proving how good you are at what you do, although it certainly does that. It’s about opening up the emotional place and allowing people access to it. And then of course, you give them the tool that allowed you to make the shift. It’s this change that makes all the difference in the world.
So if you don’t have any success stories yet, spend some time this week getting in touch with your clients and asking them what they’ve been up to. Get on the phone to them and see what successes they’ve had.
And following these conversations, sit down and craft some stories that you can use to inspire your prospects into choosing to work with you.
You do not need to change who you are to make money. All you need to do is let go of who you are not. Once I’d undergone my own lifestyle shift, my business went from ZERO to half a million dollars in 3 months… are you still stuck in your limiting mindset?
I totally agree. The power of a good story is not to beat with everyhing else you could do on stage. The better outlined and the more your own authentic one, the better. You shouldn’t tell other people’s stories with no reference to them. (of course their success-stories, if you are the driver of them).
Great to hear from you Wolfgang. Hows it all going in Germany?