"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, John Kratz