…and you can’t tell a good story without a good script.
Humans live in stories. Your story is a window through which you see the world and through which the world sees you. It affects how you make decisions, your decision choices and the impressions that your decisions leave on your world. This is actually good news for professional services firms. After all, we don’t sell a product and therefore we need to rely on prospects to infer our potential value. And considering what buyers value most, well crafted success stories can be a very powerful tool starting with lead generation.
Powerful stories answer 8 key questions:
- Who is the client (if not a household name, provide perspective)?
- What was the business problem or opportunity that existed?
- What was the client trying to accomplish?
- What were the key insights that helped determine the strategy?
- What did the strategy look like?
- What, if any obstacles stood in the way of success (external and/or internal)?
- What were the business results of our efforts?
- What’s a strong, results-based headline that would intrigue a prospect to read more?
Remember, the better your story is linked, the stronger it will be. For example, strategy should be an outgrowth of insights and results should link back to objectives.
Learn more about how to turn your success stories into powerful marketing content.
Contact us to learn more about how we could potentially help your stories move more prospects to say “tell me more”
