Let the customer be the hero while crafting customer stories from testimonials

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 03, 2020, 2:49 PM UTC

Leveraging customer stories can enable businesses to turn their followers into brand advocates.

Brands should capitalise on the customer reviews and testimonials to craft a compelling and budget-mindful narrative of their businesses. This piece argues that while crafting customer stories, companies should ensure that the customer is in the spotlight and not the brand.

The article states that customers make purchase decisions to solve their problems and meet their goals. Marketers should focus on the customers’ struggles, hopes and fears in their brand stories to resonate with their potential customers and gain traction.

The author suggests brands can start with the customer stories that are already available on the internet, like an Instagram post or a tweet. Businesses can share screenshots of customer reviews in graphics and share videos of customer stories.

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[7 minute read]