How to tell stories your customers want to hear

Jennifer Lonoff Schiff


5. Use visuals to explain technical or complex concepts

“If your product or services are complex, help get your message across by using visual storytelling methods like infographics or [a] video that illustrates how your solution [or product] works,” says Derks.


6. Incorporate user-generated content (UGC)

“Incorporating UGC into your content gives you an opportunity to not only tie your consumers into your brand, [it] gives consumers the platform to tell their story with your brand,” says Kelly Ehlers, founder & president, Ideas That Evoke. “When your audience sees their content on your page (crediting them) it lets them know you care about what they have to [say] and will in turn [encourage] them to continue creating content for [and talking about] your brand.”

7. Use video testimonials

“To get across a good company or product story, let your customers do the talking for you, through video testimonials,” says Filimonova. “Through video testimonials… a company’s products and services can be more relatable because the third-party use case offers real world benefits. These video mini case studies are a good way to relay a business challenge customers face, how your product addressed the issue and the resulting benefits the company experienced.”

8. Show your human side

Showcase the people behind your products or services to give your company a human face. Highlight individual employees and company or team accomplishments (e.g., charitable work) on your blog and social media pages. And have your About Us page tell a story your target audience can relate to.

Also use video.

“Nothing tells a good story better than a video,” says Steve Turner, principal, Solomon/Turner Multimedia PR. “It really humanizes the company and the people who work for it. You can do interviews with company executives or staff, show the team at a charity event or an after-hours function, interview the CIO or CEO on a hot industry topic, highlight team members working on a project, even give a tour of the offices.”

Then “place the video on your website, YouTube and social sites. You can even use the video at trade shows,” he says. Not only can company videos make you more appealing to customers, they can also be “a great recruiting tool.”

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