Use quotes to cut thorough, connect, and create memories.
One way to bring your customer stories and presentations alive is by using quotes. History is littered with great quotes that years later are requoted to make a point. They seem to capture the true essence of a situation, often tied in emotion, and are remembered and tagged by the reader. Quotes cut though, they build an instant connection and encourage a reader to read further. They often create a sense of truth, trust, and credibility. And often, they give the reader a new sense of perspective that wouldn’t have existed before the addition of a quote.
For example, when looking back at some of Winston Churchill’s famous quotes, we find one quote that relates to the current world of uncertainty and volatility in politics. Well worth reflecting upon-
“Politics is more dangerous than war, for, in war, you are only killed once.”
“The price of greatness is responsibility.”
I am referring to politicians’ current disease of avoiding responsibility, and the constant deflection of blame always to other parties. Meaning, of course, we end up with sub-optimal results and compromise rather than greatness.
When putting together my new website, thegoodnewswriter.com, and using quotes, it was very helpful in cutting through and establishing the essence of the section. Quickly a subconscious connection is made as the pulling force of a quote pulls you in, and memory tags created.
To show how I have done this, I have listed some of the quotes used in thegoodnewswriter.com to support using Customer Success Stories in marketing.
To show the power of using stories in a modern world.
“Good stories surprise us. They make us think and feel. They stick in our minds and help us remember ideas and concepts in a way that a PowerPoint crammed with bar graphs never can.” – Joe Lazauskas and Shane Snow, The Storytelling Edge
“There’s always room for a story that can transport people to another place.” ― J.K. Rowling
“Plans are worthless, but planning is everything.” – Winston Churchill
“Our goals can only be reached through the vehicle of a plan. There is no other route to success.” – Pablo Picasso Spanish Painter
Stories in Marketing and Sales
“Marketing is no longer about the stuff you sell, but about the stories, you tell.” – Seth Godin
“Prospects are making their purchase decision based on whether they think you understand their problems, and you have the knowledge, resources, and commitment to solve them.” – Trish Bertuzzi
Stories to support Consulting
“The stories we tell literally make the world. If you want to change the world, you need to change your story. This truth applies to individuals and institutions.” – Michael Margolis – CEO and Founder of Get Storied
Selling technical and complex products with stories
“Sell the problem you solve. Not the product you make.” – Unknown
Using Stories to support Charities, Causes, and Fundraising
“Storytelling is the most powerful way to put ideas into the world today.” – Robert McKee Author, Lecturer and Story Consultant
“Stories are a communal currency of humanity.” – Tahir Shah, in Arabian Nights
Using great Graphic Design to support the story
“There are three responses to a piece of design- Yes, No, WOW! Wow is the one to aim for.” – Milton Glaser Celebrated Graphic Designer
Building trust and credibility
“If people like you, they will listen to you, but if they trust you, they’ll do business with you.” – Zig Ziglar
Education and teaching
“Education is what survives when what has been learned has been forgotten.” – BF Skinner
Validating results and claims
“Don’t talk, act. Don’t say, show. Don’t promise, prove.”– Nitya Prakash
“People aren’t interested in logos, but they will stop what they are doing to hear a good story.” – Syed Balkhi
When using quotes to relate to customer experience directly, the effect is a lot more profound than shown here. Mainly, when highlighting how a product or service solved a problem, the reader is struggling with, it outlines the benefits of your solution in terms relative to the reader.
I encourage you the next time you write to use quotes to help you cut through, create emotional connections and memories.