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.