How can you make story marketing work for your business?
Recently, I've been writing some client stories for a client of mine who has a very busy consulting business of her own. Let's call her Florence, or this post is going to use the word "client" far too many times to be readable. Here's how I put together Florence's stories:
1) We identified the starting point of the client. Where were they when they began working with Florence? What were their challenges?
2) What did Florence do for them? This is the longest part of the client story. We were sure to include details. After all, it's great that Florence has helped so many people, but her prospective clients want to know how she has done that.
3) Where is the client now? Where did the journey end, or is it still going on? How did Florence's work contribute to the clients' success, and how are they still using the framework and guidance she provided to continue to grow?
Once I had this information about Florence's clients, I was able to create a narrative for each one. These stories are helping Florence's web site and printed materials to come alive, and to be relevant to people who are shopping Florence's business. They are also helping her to explain what she does, and to what result even more clearly, better supporting her business development needs.
Homework for you:
Write a client story today. Think about the beginning, middle, and end. Need help? Let me know.
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