An Influential Marketing Piece (Like No Other).
People make purchases on emotion first – not necessarily on logic. The emotion pulls them into the buying equation, and from there, they use the solid facts and figures behind the product and/or service as reassurance that the purchase is a good idea.
For example, why do people purchase swimming pools? They purchase for a whole host of emotional reasons – they picture themselves hosting barbeques with friends and relatives; they plan to take more “stay-cations” as a family; they want to relax after a long-day’s work; they see their slim body and muscular arms from the exercise they’ll get from a morning swim. Whatever the reason, the “want” stems from emotion. From there, the prospects use facts and figures to justify their want.
This is where customer success stories come into play. People can relate to others who have gone before them. This is why customer stories are so valuable in the marketing mix.
As you move forward with your marketing strategy, identify which customers are happy with your product and/or service and ask them if they’d take part in a customer story for you. Often times, these customers are THRILLED to tell their story … and you just got yourself one influential marketing piece.
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