Without them, life would be meaningless, with no purpose and with no sense of direction. They make us rise up every morning to pursue them. If you can tell that story simply, logically and emotionally, then you're well on your way to producing a standout piece of content that will continually build trust and convert leads.We all have goals that we strive to achieve. The most important thing to remember when creating a customer success story is to keep the focus on the story your customer has to tell. Make them feel at ease and encourage them to speak naturally. What to do differently: Choose your customers carefully - your success story relies on them and how they communicate. And that makes the success story less effective. This means that viewers will find it harder to connect with the customer and imagine themselves in their shoes. It's not as bad as it could be, but when the client talks about "aggregating and leveraging customer data" it clouds their meaning and makes it harder for real emotion to come through. What could be better: Unfortunately this success story is bogged down by buzzwords.
Engaging footage accompanies the customer interview and key phrases are displayed through supporting titles. What is good: Exact Target does a good job of providing the viewer with visual interest. The story is brought to life through data & figures, difficulties on the way to success, and specific ways in which the customer used the solution.ħ Great (and Not-so-Great) Success Stories 1. The focus of the success story is how the client felt, how their problems were solved, and how their life was improved. It makes the viewer feel something. It features real human problems and emotions. The story moves logically from the customer's situation, to their problem, to the chosen solution, to the outcome. It's about the client and their story, rather than the company trying to sell to you. What exactly does a focus on storytelling rather than selling boil down to in practice? 1. The spotlight is on the customer. I'll point out what they do well or could do better, and how you can apply their strengths to your own customer success stories (or learn from their mistakes).Ĥ Traits of Effective Customer Success Storiesīefore we dive in, let's run through what what the best success stories all have in common. Some are good and some are not so good, but we can learn from them all. Here are some examples to illustrate what I mean. Good customer success stories focus on storytelling, not selling. You need to know the right process to get there. How do you create a success story with enough trust & authenticity to turn your leads into paying customers? Seems like an obvious question. Surely it's the ability to encourage your target audience to convert.īut that's just the end result you want to come from your success stories. What makes an effective customer success story? Watch some customer success story videos we’ve created for our clients: click here…ĭownload our guide to learn how to research, plan and create captivating customer success story videos that will inform, educate and inspire your audience to take action. Buyers and decision makers love them, in fact a staggering 73% of B2B buyers use them whilst researching an upcoming purchase.
At Skeleton we know how powerful case study videos and stories are.
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