<h1 id="2d1ee6ed-a0eb-4154-b3af-8142e158b66b" data-toc-id="2d1ee6ed-a0eb-4154-b3af-8142e158b66b" style="font-size: 32px; font-weight: 600; line-height: 1.2;">Why are client stories so powerful?</h1>Let’s get straight to it.If you're building offers, running a course, or growing a community — and you're not sharing client stories?You're leaving a sh*tload of trust (and revenue) on the table.This isn’t about testimonials as a last-minute “buy my thing” tactic.This is about embedding stories into the DNA of your business — because they’re one of the most powerful tools you’ve got.Let me explain.<hr><h2 id="be7b3639-c422-44b5-a5ef-34758a644cec" data-toc-id="be7b3639-c422-44b5-a5ef-34758a644cec" style="font-size: 24px; font-weight: 600; line-height: 1.2;">Why Stories Matter More Than Ever</h2>I’ve always loved stories. I grew up on Roald Dahl, obsessed with comedy, fascinated by the backstories of performers.Stories connect us. They always have.Way before landing pages and lead magnets, it was stories that helped us learn, grow, and make sense of the world.And as someone with a background in education (shoutout to my parents — both lifelong educators), I’ve seen first-hand how learning sticks better when it’s wrapped in a story.People remember people. Not PDFs.<div class="iframe-wrapper"><iframe src="https://iframe.mediadelivery.net/embed/431082/8e04fc34-c21f-404a-8a7e-66f2e9dea0d9?autoplay=false" frameborder="0" allowfullscreen="true"></iframe></div><hr><h2 id="c0208d44-e15d-4a9d-b413-21b017d2def4" data-toc-id="c0208d44-e15d-4a9d-b413-21b017d2def4" style="font-size: 24px; font-weight: 600; line-height: 1.2;">Tech Has Made Storytelling Easier (and Harder)</h2>I’ve been recording memories since the days of cinefilm. (Yes, actual film. My gran was all over it.)Then came digital cameras. Camcorders. Now we’ve got full-blown production studios in our pockets.No excuses, right?And yet — even with all that tech — most people still don’t share stories consistently.Why?Because they overthink it. Overcomplicate it. Or they’re just too close to their own work to capture the good stuff.<hr><h2 id="78fa1df9-500f-4e89-a292-f92db33ec806" data-toc-id="78fa1df9-500f-4e89-a292-f92db33ec806" style="font-size: 24px; font-weight: 600; line-height: 1.2;">Client Stories Aren’t New — But How You Use Them Might Be</h2>Years ago, I managed a community of 10,000 professionals. We used client stories constantly — not just to sell stuff, but to share knowledge and help people learn from each other.I’ve captured and curated stories for:🎓 Universities 🏢 Corporate organisations 🧑‍🏫 Solo coaches and trainersBut lately? I’ve been leaning all the way into this work — especially video stories — because they’re so powerful.Not just in marketing.In connection.In the past week, I’ve made two clients cry, not just Helen in the video above!<hr><h2 id="e9737232-5518-4fae-b81e-08a9e5c00840" data-toc-id="e9737232-5518-4fae-b81e-08a9e5c00840" style="font-size: 24px; font-weight: 600; line-height: 1.2;">What Buyers Actually Want</h2>People don’t buy your course, programme or toolkit.They buy the results they think it’ll get them.They want to hear from someone like them. With the same fears, doubts, or “yeah-but-will-it-work-for-me” message.And when they hear that person say, “This changed everything for me”?💥 That’s when trust kicks in. That’s when decisions get made.<hr><h2 id="536b3d0a-1fff-4c8e-8920-9866dca55e57" data-toc-id="536b3d0a-1fff-4c8e-8920-9866dca55e57" style="font-size: 24px; font-weight: 600; line-height: 1.2;">Why Most People Struggle to Capture Stories</h2>Let’s be honest — asking for feedback is awkward.Trying to record a video with your client? Even more so.You script it, and it sounds wooden. You free-style it, and it’s a hot mess. You mean to do it, but time gets away from you.And your client? Yeah, they’re busy too. Even if they want to help you, they’re not trained video producers. They’ll avoid it if it feels hard.<hr><h2 id="d9428613-13ce-4f5e-ae7d-fe98ae482d4f" data-toc-id="d9428613-13ce-4f5e-ae7d-fe98ae482d4f" style="font-size: 24px; font-weight: 600; line-height: 1.2;">The Power of a Third Party</h2>This is where outside help changes everything.When someone else interviews your clients?✨ The stories flow more naturally ✨ The emotion is real, not forced ✨ The feedback is more balanced and believableWhy? Because the client isn't talking to you. They're reflecting on their journey without trying to please you. Which makes it 10x more powerful for your future clients watching.There’s also less ego in the room — which helps everyone relax and be real.<hr><h2 id="01f705fc-4b6c-45fa-b333-680c0f26070a" data-toc-id="01f705fc-4b6c-45fa-b333-680c0f26070a" style="font-size: 24px; font-weight: 600; line-height: 1.2;">Think of It Like a Mini-Campaign</h2>Collecting stories shouldn’t feel like a last-minute afterthought.It deserves a plan. A system. A habit. A regular consistent approach.✅ Make it easy for clients to share ✅ Respect their time ✅ Make it feel good for them and youBecause when you approach it professionally? Your clients feel seen. Heard. Respected. And that tells them — and the people watching — that you give a sh*t.(Which is great, because… you do.)<hr><h2 id="bc31e382-abc2-4756-99cc-dacb4acdb485" data-toc-id="bc31e382-abc2-4756-99cc-dacb4acdb485" style="font-size: 24px; font-weight: 600; line-height: 1.2;">But What If Clients Don’t Want to Go Public?</h2>That’s totally understandable. We can deal with that.Some clients don’t want to be plastered on social media — and that’s OK.There’s still massive value in recording the story just for you.The insights you gain from those conversations is crucial for refining your offer, content, messaging — and making your business actually better.Not every story needs to be broadcast to have impact.<hr><h2 id="11c10c30-7e8b-4276-aa9e-4a585dba8e6a" data-toc-id="11c10c30-7e8b-4276-aa9e-4a585dba8e6a" style="font-size: 24px; font-weight: 600; line-height: 1.2;">Fresh Stories = Fresh Momentum</h2>If your last “testimonial video” is a blurry clip from 2022 shot in a hotel corridor?It’s time to talk.Not just because tech has moved on (though it has), but because your audience needs variety.Different stories will hit differently with different people. The diversity? It builds trust faster.📌 One story isn’t enough. 📌 You need a bank of stories. 📌 You need to keep them fresh.And yes — competitors are catching on. So let’s not wait ‘til next year to start getting strategic.<hr><h2 id="66e637c6-d384-4869-9ca4-a261ba827a5f" data-toc-id="66e637c6-d384-4869-9ca4-a261ba827a5f" style="font-size: 24px; font-weight: 600; line-height: 1.2;">This Works</h2>I’ve seen client stories directly result in high-ticket offers being snapped up.Real people sharing real outcomes is way more powerful than any sales page.I’ve used story-based content to:🟢 Increase student signups for providers 🟢 Boost post-event buzz and future attendance 🟢 Create inside-out views from communities 🟢 Capture story-based social proof for courses and coaching offersStorytelling isn’t a nice to have. It’s strategy.You need this stuff baked into your process.<hr>If you found this post but haven’t joined the free Digital Skills Tribe yet, you can do that at <a target="_blank" href="http://www.helpwithdigital.com">www.helpwithdigital.com</a> — there’s a whole crew of us in there figuring it out together.

Why client stories are the secret sauce to trust, connection, and sales — and how to start using them without overcomplicating it.

Client Stories: The Secret Sauce You're Missing

Tech Has Made Storytelling Easier (and Harder)

Client Stories Aren’t New — But How You Use Them Might Be

Why Most People Struggle to Capture Stories

But What If Clients Don’t Want to Go Public?

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Client Stories: The Secret Sauce You're Missing

Client Stories: The Secret Sauce You're Missing

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