Sharing Client’s Stories to Showcase Success
Storytelling is an essential part of how we, as marketers, sell a product, service, or experience. Storytelling is vital because it allows you to communicate your message and connect to your target audience in a meaningful and effective way. It’s important to keep a few things in mind to tell your story well and engage your audience effectively. As any good piece of marketing communication, your story should inform, remind, persuade and connect to your target audience. Let’s apple these four concepts to help us create an Instagram post that tells the story of one of your clients, with the ultimate goal of attracting more clientele.
Your story should inform your target audience by sending a message that is clear and easy to understand. What message do you want to get across? What transformation or progress do you want to showcase in your client’s journey? Some examples include – weight loss, muscle gain, mile run time, flexibility, rehabilitation from an injury, etc. Be mindful that you might not be able to show this via just images, so consider using video to make the message clearer. Remember, the message should be simple, easy to interpret, and answer this question – what did your client get out of working with you? See the example below from BBG creator Kayla Itsine’s, Instagram where she regularly shares client success stories. I use this post as an example because, just from a glance, you can see these women achieved terrific results using her program. Which as a prospective client, I’ attracted to because I’m looking to lose weight.
Your story should remind your audience of the product or service you are offering. A great way to incorporate a reminder into your Instagram post is to clarify your role in this client’s journey and what you did to help them accomplish their goals. One way to consider accomplishing this is by captioning your post in a way that states this progress was acheived via your program or with your private training.
Your story should persuade them to want to buy your product or service. A simple way to convince people who view this post is to add a call-to-action in the post. For example, “Interested in learning how I can help you achieve your fitness goals, click the link in my bio to set up a phone consultation today!”
And finally, your story should establish a connection with your audience in a way that they can find it relatable. You can achieve this by sharing the stories of your ideal clientele. So if you’re trying to attract a particular type of clientele, maybe it’s a specific age group, type of athlete, or specific injury, share stories about that group. It can be tempting to make these posts generic and relatable to a larger audience by sharing the generic weight loss transformation photos. Don’t get me wrong; it’s great that they’ve helped their clientele achieve those results, and maybe that is their target client, but it’s important to highlight that we should try to hone in on the specific client we are trying to attract.
Instagram is a powerful tool for storytelling and is an excellent opportunity for you to share your client’s story and promote yourself via their success as a fitness professional. It’s a great way to connect with your current clients and make them feel a part of your community, and also, it’s a great way to showcase how successful you are to potential clients. Remember to make your message clear and concise, and most importantly, communicate in a relatable way to your target clientele.