In a “Writing Wednesdays” blog post, author Steven Pressfield set me thinking about a significant purpose of customer stories, or case studies: to provide a clear view of a business’s distinctive qualities.
In his post Pressfield dissects a scene from To Kill a Mockingbird—the one where Atticus Finch shoots a rabid dog.
Pressfield proposes that if this scene were all you (or Harper Lee) had to work with, you could replicate its strands of character development and setting—like DNA—to create the complete work.
Similarly, a well-told customer story, or collection of customer stories, represents the very fiber and DNA of your business. Such stories reveal to prospective customers how you intertwine your mission and core values in all that you do.
From reading a story like this, a prospective customer will learn about more than your products and services. The customer will see what drives you and sets you apart from competitors. In much the same way that one short scene from To Kill a Mockingbird provides an accurate glimpse of strong, unassuming Atticus Finch.
You probably have many customer stories to tell. In each you may focus on one or more of your products or services.
Just remember to connect your stories as a complete body of work. Weave through them the values that define what you and your business are about.
What values do your potential customers need to know about your business?
For help in telling your story, contact me today.
(If you haven’t already, visit Steven Pressfield’s post and website. It’s well worth your time.)