Uncategorized

Goodbye, The Writing Genie: Hello, B2B Storytelling

After nearly four years working as The Writing Genie, I have changed the name of my freelance writing business to B2B Storytelling. While writing is still the magical process I envisioned when I first began freelancing, the heart of what I do is tell a story, whether it is a case study, a press release, an article or someone’s About Us page on a website.

Not only does everyone have a story, but most people enjoy hearing one. They subconsciously let down their guard and take in the details of the story without always assuming that they’re getting a sales pitch. A good story, whether it’s a novel or a business article should engage and connect with the reader and open up opportunities that may not have been considered before.

Won’t you join me in this new chapter for B2B Storytelling?

Customer Success Stories on Campus: Let the Student Be Your Guide

A few weeks ago, we took my son on a college visit.  Sure, we’d first visited the school’s website and got all of the data on hand to entice upcoming freshmen that this was the place for them.  We could see the picturesque photos of the campus and the happy, smiling faces of the students.  It was this initial, online research that convinced us to go for an in-person visit.

But we knew, although my reluctant son did not, that pictures and websites can’t and don’t tell the whole story. My son, who, bless his heart, has little patience for structured activities, did not want to sign up for a tour.  “Why can’t we just look around ourselves?” he asked.  But I knew why.  Because although the tours are organized by the admissions office, generally, the tours themselves are conducted by the students.  And that’s where prospective students often get the best, most honest information.

Sara, our tour guide, gave us the standard spiel as we walked around the campus, but in between, we got to ask a lot of questions.  Questions the admissions office might give the politically correct answer to, but that a student might give a more straightforward answer to.

And because Sara is a student, the prospective students didn’t see her so much as blindly representing the university, so the insights she shared immediately had credibility– and therefore, a positive recommendation from her had even more impact in deciding to apply to this school.

In business, prospective customers feel the same  sense of trust when they get insights from current, satisfied customers through testimonials and success stories, which can help decrease the decision-making time and increase the satisfaction with the final purchase.

Are you encouraging your current customers to be tour guides to draw in prospective customers?

Case Studies: Did Unto Others

Sometimes the best way to show a customer what your business can do for them is to show what your business has done for other customers.

Case studies, also called customer success stories, tell the story of a customer who had a problem, and found a solution through your product or service.

Sounds simple? Maybe, but it is also a very powerful tool. Customers are both savvier and more jaded than ever before. They don’t want to be “sold” to. They don’t want a lot of hype. They want to understand how your product or service can help them solve their problem.

Case studies offer a different way to get your message across in a soft but effective way. Studies show that customers trust the opinions of other customers much more than that of the store sales people or the manufacturers.

If you’re not using case studies, you may be missing out on a valuable tool in your marketing arsenal.

What’s Your Story?

Every business has a story. Your business-to-business marketing content, whether from your website or from your company’s promotional material, tells potential customers who you and your business are– often before the first in-person contact is even made.

Do your company’s business stories effectively represent you? Do they provide fresh, engaging, and informative material that sell your expertise and define your competitive advantage?

Whether you are creating web content, such as articles and blogs, or educational materials, such as case studies, or thought leadership information, such as white papers, your B2B storytelling should consistently and robustly communicate your branding message.

So, what’s your company’s story? Is it being told well? If not, let me use my writing and business expertise to help.  Contact me today so we can get started.