Credentials documents, client lists, expertise summaries and service descriptions are all helpful pieces of marketing collateral, but impact is increased powerfully by case studies, hypotheticals, and well-drawn anecdotes.
Success stories are one kind of case study - they really help sell expert professional services. Success stories bring your skills and knowledge to life.
Once you’ve decided which clear-cut success to share, here are some tips to tell your story.
- Be clear about the intended readership "audience" for your story, what will interest them, and why.
- Work out exactly what you want to convey by storytelling.
- Often your case studies or success stories cases have to be de-identified, but if you can name those involved, it’s even better. If you’re attributing your success stories, clear it with involved parties now.
- Distil key success factors, elements, and strategies which you wish to highlight. Focus on these by making them central to your story.
- Create an appealing theme or angle for your success story - the best themes emphasise what the client sees as the benefit.
- Work at a punchy and interesting introduction which encourages your audience to read on.
- Zero in on the benefits you achieved - describe and quantify them.
- If there were important obstacles in your path, tell how you managed risks and overcame barriers in your way.
- Include client testimonials - pithy excerpts - wherever available.
- Keep it succinct - avoid wordiness.
For help in creating powerful stories, get in touch.
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