via: Ken Fager
The best endorsements of performance are typically word of mouth.
A success story about a successful implementation seizes verbal recommendations and sets them in stone.
Suppose a customer speaks highly of your company to 10 others. That same endorsement in a success story recommends you to hundreds of others in a direct mail campaign and thousands more when it is posted on the web or when it appears in the news media.
Success stories prove you’ve delivered such a highly valued service that you’ve transformed a customer into an advocate who is willing to speak out on your behalf. Launch a more aggressive success story program by first asking: