Would you believe that the most powerful marketing tool is something that has been around since mankind discovered fire? It is the narrative. Since the time primitive people have bonded, learned and new opportunities created through storytelling. Humans are wired to listen to stories. When you share stories, relationships that increase confidence and build when our stories demonstrate our expertise, integrity and ingenuity. The truth is that stories to sell.

I'll give you a hint: that's why it's so important to be careful what you after you in your social media sites like Facebook. His words and images are telling a story. Do you demonstrate experience, integrity and ingenuity? If not, think twice about the kind of history of social media, sites are saying about you.

Two ways to tell stories in business are case studies and testimonials. What is the difference?

 • Case Studies:
or telling a story with a beginning, middle and end
o Have the five elements of the history of the Royal
o Creating a greater impact
or are not as academic or clinical cases
Or are excellent audio and video

 • Testimonials
or short, positive
or not a complete history
or can use a script for a better structure
or are also great as pictures, audio and video

Then, What is the real story? As in the stories of our ancestors told around a campfire, a history of good business has five elements:

 • Hero "Every story that you need a
Damsel in distress  • customer problems. Your story should create empathy with the reader the pain of the client who is struggling.
 • Dragon-that is the problem. That is real and tangible. The more the reader shares the same fear, the deeper will be their customer identification in history.
 • Plot Twists-these showcase their expertise, creativity and unique style. A story with no plot twists is boring. Its earnings history of power when including any obstacles or constraints they faced and overcame to win for his client.
 • Happily Ever After-Making the tangible end result enough to create "envy result." You want the reader wants the result to the client in the story you want-just enough to call you for a repeat performance.

What makes a good case study or testimonial? Here are some thoughts.

 • Case Studies
or work better with a longer process, more involved
or Choose something that is a perfect example of his work
or choose something that was not easy to showcase their skills
o Make the story of one that is easy for others to identify with
o Make sure to demonstrate the solution process
o If possible, use the names and companies
o Incorporation of the five elements of the real story to tell a dramatic story and participation

 • Testimonials
o If a declaration of satisfaction and results
Try to make it specific or
o Give the customer a guide for the While the structure of coach them in delivering a statement of what was wrong, what is fixed as it makes life better
or because they are shorter, testimony will not be as dramatic as involved or a case study

Where can I use case studies and testimonials? Everywhere. Include prominently on its website. Feature on your blog. Incorporate them in brochures and newsletters, and push your pages and compression of the pages.

Video customers satisfied and include video commercials, infomercials and video on the web. Provide a call on the number and leave happy customers to record audio testimony. Animate customers to provide testimonials or recommendations in its social media sites like LinkedIn and Facebook. Print date on its packaging or cover of the book.

When you have customers pleased to share with the world. After all, others are feeling the pain and can not find a solution until you learn what you have to offer. Note to the world!

Gail Z. Martin owns DreamSpinner Communications and helps companies and solo professionals in the U.S. and Canada save money and get results through exceptional writing and marketing. Gail has an MBA in marketing and over 20 years of corporate and non-profit experience at senior executive levels. Gail hosts the Shared Dreams Marketing Podcast and the Shared Dreams Become Reality group on Facebook. She is also the author of The Summoner, The Blood King, Dark Haven and Dark Lady’s Chosen fantasy adventure novels in the Chronicles of the Necromancer series. Find her online at http://www.GailMartinMarketing.com and on Twitter (at) GailMartinPR. Gail is also the author of the Solopreneur Survival Guide home study course and suite of products for start-up and small businesses, coaches, consultants and speaker/authors.

Contact Gail at gail@dreamspinnercommunications.com.

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