You can send it to prospects after they opt-in to your email. You can either create a web page focused solely on success stories, or you could integrate success stories with information about select customers or clients.Īnother way to promote your success stories is through direct marketing. There are several ways you can publish and promote your success stories. It’s also a time when he is most likely to buy with the least resistance. This is the time when he is most excited to learn more about how you can help his company. A call to action leads your prospect, who is reacting with emotion after reading your success story, to contact you. You need to have a strong call to action at the end. However, you need one more thing to make it effective for your business. Strong Call to ActionĪ good success story will engage your audience to read it. Each one of these hospitals can develop a success story from this case to support its promotion of their health care services to local, state and federal government and to private businesses. As a result of the well-orchestrated emergency response, Boston’s hospitals were able to save the lives among those injured.Īfter reading this story you can see how these hospitals can use this article as an example of their preparedness in responding to community health emergencies. Elizabeth’s Medical Center and other hospitals immediately prepared to take in more than one hundred and seventy people who were injured–some with their bones fractured, limbs blown off, vital arteries severed, and flesh torn from shrapnel or scorched by the heat from the blast. At the same time, healthcare workers at Boston Hospital, Massachusetts General, Brigham and Women’s Hospital, Beth Israel Deaconess Medical Center, Boston Children’s Hospital, Tufts Medical Center, St. Within minutes numerous emergency vehicles and personnel were at the scene. The story shows how moments after the bombs exploded during the Boston Marathon several hospitals immediately responded. Part three involves finding the right solution, seeing the results and making life at the company better.Īlthough not a B2B success story developed by a healthcare company, The New Yorker article “ Why Boston’s Hospitals Were Ready” is great example of a dramatic story of how hospitals in the city were prepared to deal with an emergency. Part two involves seeking out the solution and encountering obstacles along the way. Part one–like act one–focusses on the customers’ problems and their interest to find a solution. Perhaps another story is about the importance in customer service after the sale.Įach story should include the traditional three parts in any great drama. But when yours was found, the customer was overwhelmed with gratitude. He or she tried many other products that didn’t work. Perhaps one is about the difficulty the customer had in finding a solution. Each story should be very different from the next.
Three dramatic success stories are all you need. Hollywood lives and dies with the dramatic effect of the story so too will your success stories. That’s because drama engages your audience. Nonetheless, the best ones for marketing will be the most dramatic. Develop Three Dramatic StoriesĪfter talking with your customers, you may discover that you have many great stories to to write about. They want to feel what it’s like to be in the customer’s shoes. Your prospects want to know how your customers experienced your product or service. Make your customers the heroes of your stories, and tell how their company’s performance improved with the use of your product or service.ĭo NOT focus on your company. Then write up the story where the focus is on the customers and how they implemented your product or service solution. Once you identify a few dramatic cases, ask your customers for permission to publish a story about their experiences. Yet, without asking them, you may not ever know. Chances are many customers have experienced successful and sometimes dramatic results. Talk with your customers for days, weeks and months after they purchase your product or service. The first place to start when creating a success story is with your customers. It makes the claims you make about your product or service more believable. It helps prospects understand why and see how other companies have used your product or service. The goal of success stories is to show prospects examples of how your product or service solves a problem or fulfills an unmet need. Image Source: Skip Prichard Why Success Stories?
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