Stories demonstrate, they don’t tell.

You’ve heard this admonition often:  don’t tell, demonstrate.

This’s why demos are so powerful.  Same with testimonials.  And stories.

I was interviewing a client ‘s customer hunting for ways to talk about the client’s commitment to customer service.  The customer said, “Ed literally camped out in our conference room until the go-live date.”

Now, that’s a pretty short story.  But, it’s better than anything I can say.

Telling gets you customer-focused this or that or “we continually rate our employees based on customer satisfaction” blah, blah, blah.

Don’t tell.  Demonstrate.  And stories demonstrate.