By Gabi Theard

Expression, passion, style, persuasion, authenticity.

These five elements encompass a customer success story — a transformation from a regular case study to an enticing piece of content that encourages a reader to explore what your company has to offer.

When people think about writing a case study, they might feel a daunting rise of tediousness, or perhaps writer’s block. In this article, we’ll dive into each step you need to take to create an engaging customer success story and convert leads.

Why should you tell a customer success story?

Case studies are more than proving your company’s achievements. Through eloquence and thoughtfulness, you can demonstrate your product or service’s power by telling a real story.

Think about it: Real customers use your product. Real employees deliver successful projects. Real customers, real professionals, real people.

What does that look like? Well, it’s educating a prospect through a thoughtful perspective, and answering the following questions:

• How did the client feel at the beginning versus the end?
• What struggles did the project manager face?
• How did they feel when they overcame them?

These questions will help you pull the key sections of your story and craft together a compelling piece of content.

Turning a Case Study into a Customer Story

1. Find the right client.

To get started, ask your project management or sales team about their latest projects and which one stood out.

You’re looking for a client with a uniquely knotty problem, one that your company was able to solve. The more complex the project, the more you can show off your company’s skills.

If most of the projects seem standard, pick the client that was the most hands-on and the most responsive. The more involved the client, the more likely they are to give you more information in their interview.

Send an Enticing Email

Before you begin, get permission from the client and inquire about their interest in participating in a case study. You can incentivize them through social media publication, tagging their company on all social platforms, and including a link to their website at the end of the case study.

Here’s an example from Trujay that you can use to write an enticing email to your client:

Hi [Name],

My name is [Your Name], I’m a [Job Title/Position] here at [Company Name]. I’m so pleased to hear your experience with us was worth it! We’re glad we could make all the needs of your project happen and hope you continue to enjoy the results.

Since your project was such a success, I wondered if you would be interested in participating in a case study. We like to inquire about this opportunity to only a few select customers because we find some projects have a compelling story. Yours happens to be a particularly special project, and we’d love to promote your brand by showcasing the results.

All you would have to do is answer six questions …read more

Source:: HubSpot Blog

      

Author: Aaron