Use Stories to Add Oomph to Your Brand
Customer testimonials are like gold. Learn how to mine them.
By John Williams — Entrepreneur.com
Whether your business is local or global, you can make a tremendous brand impression by telling stories–real-world stories that illustrate how your business has helped customers.
Customer stories work for you several ways. First, they’re memorable, making your business and brand more memorable, too. They stick in people’s minds, especially if they strike a particular chord with readers or website visitors. For instance, a story about how your service team went the extra mile for a customer could make a lasting impression on people tired of the lousy service they get elsewhere.
Second, stories sidestep the jaded skepticism with which audiences greet empty-sounding promotional claims. “We go the extra mile for you!” Yeah, right. Instead of spouting slogans, stories demonstrate the underlying truth without sounding boastful. A story giving a few details about how you walked the walk for one real, live human being will do more to build your business and brand than a thousand slogans will.
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