"A good story helps a prospect envision how they could utilize your services. Sometimes it is hard for a client to imagine how they could utilize your solution within their firm and a well-articulated story or two can help with that."
"This as you can imagine is not “once upon a time”, it is rather a way to convey to your prospect how you and your company are helping others and the value they are receiving based on a real-life example."
"If you are a start-up and don’t have many clients that can be utilized in such a manner, then you may have to build a theoretical story, but be sure to keep it as realistic as possible and be clear with the client that it is theoretical."
"Having a strong base value proposition is always a necessity but then being able to help articulate how someone benefited from the key points in the value proposition solidifies how real it is. For more information on building a strong value proposition see our blog post on building an elevator pitch."
Read the article for help around structuring your customer stories from beginning to the end.
Via Kathy Hansen