How to Write Stories that Get Read

Embark on an in-depth journey with Florencia Sassi and learn how to write captivating customer stories, create engaging narratives, and ensure your stories not only get read but also drive meaningful results.

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Hey there! Ready to learn about written customer stories? This awesome tool shows how great your product is by sharing real-life uses! In this course, we'll teach you to craft these cool stories, showing off your product without the sales-y feel.

So, are you ready to change how you connect with your audience through storytelling? Let's dive in!

Customer Stories 101

What are customer stories?

Let's say you’re online hunting for a new bike. Two brands catch your eye, same price, both look good but one has reviews with thrilling customer adventures. Which one do you trust more? Right, the one with customer reviews!

Well, those reviews are actually examples of Customer Stories! They're real-life 'wow' moments showing how a product worked magic for someone!

Why are they important?

So why are they important in marketing, you may ask? It's simple. We trust our friends' advice, right? Just like that, customer stories are like genuine recommendations. They show potential buyers it’s not just about the company wanting to sell, but about people like them who got their problems solved by using their products.

In the digital age, people will go online to do their own research before buying anything. So, having positive customer stories can help build a potential customer's trust and make them feel more confident about their purchasing decision.

The power of written customer stories

Why written stories?

You might wonder, "Why write when we can film?" Easy answer - written stories cater to diverse content preference and offer unique perks to power-up your marketing. Let's see how.

Catering to Content Consumption Preferences

Depending on the situation, some folks might enjoy reading more than watching. Be it in public spaces where videos are a no-go, or simply savouring a story at their own pace. Plus, scanning a headline or bullet points in seconds for key info can be super handy.


Written stories offer the advantage of 'skimming'. Unlike videos, where you're at the creator's mercy, readers can skim to find what's relevant faster. A catchy customer story can hook them even in a quick browse!

SEO Boost

Written customer stories also work like SEO magic. Search engines love original, relevant, and high-quality content. So, while these stories deliver value to your audience, they also boost your online visibility.


Written customer stories also offer unlimited flexibility in how you use them. Need a 1500-word story to add to your customer stories page? Check. A three sentence summary for social? Check. A three-slide overview for a sales presentation? Check. You can repurpose every customer success story to almost any marketing need.

The anatomy of a good written customer story

Think of a gripping movie or book. It starts with setting the context, character introduction, and a dilemma. There's a highpoint where the problem escalates. Finally, they find a solution, and we have a happy ending. Now, think of customer stories as mini-movies, needing similar elements to captivate readers.

  1. Before: here we introduce the customer and their problem in a way that the readers can relate to. We depict a scenario that's common, yet specific enough to carry its own uniqueness. Yes, we want to stress the customer’s difficulties, but we also want to make sure the reader can see themselves in the problem. For example, let's say we're writing a customer story for a company that makes planner apps. The 'before' could be about a businesswoman named Jane, who is struggling to manage her time and keep track of her appointments.
  2. During: it’s where we introduce the product or service that comes to the rescue. This would be the planner app. It's important to explain how Jane found the app, why she decided to use it, and how it helped her.
  3. After: finally, the end result. This is where Jane, with the help of our planner app, manages not only to successfully navigate her hectic schedule, but also carve out time for herself. Here it's crucial to highlight not just the quantifiable benefits, but also the personal improvements.

Through the 'Challenge' (her difficulty managing time), 'Solution' (the planner app), and 'Result' (managing her schedule efficiently), we can paint a vivid picture. This way, readers can relate to Jane's story and can see themselves in her place.

Keeping it Real and Insightful

Ever heard a friend passionately recall their amazing experience with a product? Well, that's what we want – a genuine, truthful story. This means candidly sharing the product's hits and misses. Remember, nobody likes a show-off, so keep the focus on the solution and not the features.

Our story must grip like a mystery movie, showing how the product blends into everyday life. Readers must easily picture themselves in that storyline. But, top it up with meaningful tips! Our audience shouldn't just understand the product but gain insight into driving change, winning support, tackling obstacles, and their path to success. Our stories aren't just testimonials, but guides to achieving results.

In the end, our goal is not just to draw links between the product and the customer, but to create a relatable, educational narrative, prompting readers to think, "That could be me and here are the tools I need!" Remember, a truly compelling story digs into the ‘how’ and ‘why’ of success, not just the ‘what’.

Steps to Create a Compelling Written Customer Story

Creating customer stories is like creating art. You select your 'colors' (the right customer), pick your 'brushes' (interviews), and finally paint your 'masterpiece' (the story). Here's how to do it:

  1. Choosing the Perfect Customer: Your storytelling begins with finding the right protagonist. It's not just about a happy customer, but one whose story supports your marketing aims. With a clear strategic vision, you can align customer experiences with your brand's narrative and objectives.
  2. Conducting an Engaging Interview: This step is crucial and should feel like a warm chat, not an interrogation. Explore their journey to your product, their experience, and emotional connection. Dive into what makes their story unique and their specific, quantifiable results. Dig for specifics that lend color to your story - saved time, funds, increased customers, anything that makes your product shine!
  3. Writing the Story: With all your raw elements in place, it's time to create! Introduce the scenario that led the customer to your product, describe how the product solved their problem and made their life better. Remember our mini movie? That's your blueprint. Maximize the use of details so it’s memorable for readers.

It’s not only what you say, but also how you say it

Now that you have the key elements in place, you must keep two things in mind while writing.

  1. Features and benefits should feel natural: Avoid turning your customer story into a features list. Any mentioned features should naturally arise within the story's flow. Otherwise, it risks sounding sales-y, hurting the story's authenticity.
  2. Keep it chatty and relatable: Your story should be an easy, engaging read that resembles a friendly chat. Avoid jargon and maintain your brand's voice. Your goal is to let readers feel a connection and visualize themselves within your story.

And there you have it! A captivating customer story. It's about crafting relatable experiences that make potential customers see how your product could bring positive changes. If they relate to your customer's story, it's easier to believe they could have the same happy ending!

Tips for Writing Effective Customer Stories

Writing customer stories is like baking – right ingredients, correct order, perfect bake. So, here are some key ingredients to making your customer story as deliciously effective as possible.

  1. Use the customer's own words: Keep it authentic! If a customer says, "these green sneakers rock my runs," include that! Their unfiltered praises make your story genuinely human.
  2. Aim for clarity, not complexity: Highlighted product features? Great! Thrown in tech-y terms? Not so great! Your audience want simplicity, not a tech guide. Keep conversations casual, clear, and relevant.
  3. Include emotions: Our favorite movies tug at our hearts, right? Recreate that in your stories. Capture their frustration, relief, joy or delight - emotions make your narrative more relatable.
  4. Focus on storytelling, not selling: Imagine watching a movie riddled with ads. Irritating, right? The same thing happens with your stories. Instead of hard selling, weave your product subtly into the story as the hero in a real-life situation.

To put it all in perspective, visualize each customer story as an episode from a reality show featuring 'real' experiences with your product. Their words give the story its credibility, their experiences make it relatable, and the positive outcomes are what sell your product. You just need to stitch all these elements together in a simple, clear, and engaging narrative.


In this journey through written customer stories, we've seen that the best stories resemble mini movies about your product. Keep the plot authentic and relatable, favoring customer's words, emotions and simple jargon-free language. Let your story subtly sell your product by illustrating its benefits.

So, remember to keep it real, clear, and let the customers' experiences drive the narrative.

You got this!