Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset

Casey Hibbard

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Story Musings from the Depths of a Bad Cold

This past week, I was down with a cold. And while it was tough to work, and even harder to come up with new blog ideas, my radar for customer stories kept on working.

There are a lot of cold remedies out there, and who knows what really works? But in our house, we turn to Cold-EEZE. Not sure if the zinc lozenges actually help reduce cold symptoms, or we just think they do.

But while popping a Cold-EEZE, I discovered a little coaster-size card in the box. 

It's a customer testimonial, and a good one. What makes it good? The testimonial itself - while short - still tells a story.

The customer, a teen girl, describes her problem with good detail, what the remedy was and then the positive outcome. Cold-EEZE saved her prom.

With a storytelling testimonial, we get a visual of the girl, her challenge and the happy result. Most importantly, we feel the emotion of her situation.

It just goes to show that, no matter how short or long your customer success stories, the classic story format and customer emotion drive home the message.

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Casey Hibbard is the founder and president of Compelling Cases, Inc. and author of "Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset." She has helped dozens of companies create and manage nearly 500 customer case studies and success stories over the past decade. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes.