Over the last decade or so I have become fascinated with storytelling. I have learned that people don’t remember facts and figures as much as they remember stories, especially stories that are anchored with emotion. Emotions transform boring, matter-of-fact information into memories by anchoring important information with emotional responses that we either want to experience or avoid.
The best stories follow the Hero’s Journey. If you are not familiar with the Hero’s Journey here it is in a nutshell:
- The main character in the story is the hero. They are experiencing life as normal and then something happens that presents them with a challenge that they are unable to solve on their own in their current state.
- While they are attempting to overcome their challenge they meet a guide. The guide provides them with an opportunity or additional information that equips the hero to take action. (It’s important to note that the guide does not solve the hero’s problem in the story but rather they make it possible for the hero to face the problem on their own. If the guide solved the problem they would be the hero in the story and our actual hero would become a part of the supporting cast.)
- The hero takes the new opportunity or information, changes course and face the problem head on. The hero is either successful or they are defeated and the story usually concludes with the hero’s new normal.
In this article I am going to present how to use the hero’s journey to get testimonials that are impactful to your target audience.
Stories that Stick
In her book “Stories That Stick,” Kindra Hall shows us how to use the hero’s journey to aid our clients and customers in providing honest, authentic, and relatable client testimonials.
She presents the formula as: 1. Normal (Challenge), 2. Explosion (Solution), 3. New Normal (Outcome)
This formula is simple yet effective in conveying the transformation that a product or service has brought about for the hero (our client). Let’s break down each element of the formula:
The challenge is the initial problem or pain point that your client faced before they discovered your or services. This is the hook that grabs the reader’s attention and makes them relate to the customer’s situation.
The solution is the moment when your customer discovered your services and decided to give it a try. This is where you showcase the value that your offering provides and how it addresses the client’s challenges.
(New Normal) Outcome:
The outcome is the positive impact that your service has had on the client’s life. This is the payoff that demonstrates the tangible results of using your company’s services.
A Property Management Example:
Here is an example of a story written from the perspective of a busy professional that hired the fictitious company “Championship Team Property Management” to manage her property.
Note: the headings are provided for illustrative purposes and are not included in the actual testimonial.
1. Normal – (Challenge)
As a busy professional juggling work and family life, I found myself overwhelmed by the day-to-day responsibilities of managing my rental property. The constant calls from tenants, repair requests, and rent collection were eating into my precious time and energy. I was longing for a solution that would free me from these never ending annoyances and allow me to focus on the more important things in life.
2. Explosion – (Solution)
The tipping point came when I was dealing with a particularly challenging tenant issue. The tenant was constantly late with rent payments, making unreasonable demands, and causing disturbances in the neighborhood. I was spending countless hours trying to resolve the situation, but nothing seemed to work. The stress was taking a toll on my personal and professional life, and I knew I couldn’t keep going on this way.
3. New normal (Outcome)
In desperation, I decided to explore the option of hiring a property management company. I had heard mixed reviews about property management companies, but I was willing to take a chance if it meant regaining control of my time and sanity. After careful research, I chose to partner with Championship Team Property Management, a reputable company with a proven track record.
From the moment I signed on with Championship Team Property Management, I felt a sense of relief wash over me. They took care of everything – from finding and screening tenants to handling repairs and maintenance to collecting rent. No more late-night phone calls, no more endless emails, no more stress. I was finally able to focus on my own life and let go of the constant worry about my rental property.
Championship Team Property Management proved to be an invaluable asset. They are always responsive, professional, and proactive in addressing any issues that arise. They also provide me with regular updates on the status of my property, help me make informed decisions when they need my input, and manage all tenant related issues.
As a result of partnering with Championship Team Property Management, my rental property became a source of passive income rather than a source of stress. I am able to reap the benefits of being a landlord without the hassle. My rental income increased, vacancy rates decreased, maintenance costs were minimized, and tenant satisfaction soared.
I am incredibly grateful for the day I decided to hire Championship Team Property Management and I’m not sure if I would still own my rental property if I hadn’t found them. They truly are a team of champions, and I would highly recommend them to any landlord who wants to reclaim their time, reduce their stress, and maximize their rental income.
Conclusion for my property management friends.
By providing your clients with this formula when asking for testimonials, you can assist them in crafting compelling client testimonials that resonate with your target audience and showcase the real-world benefits of your services. Remind them to use vivid language, follow the formula, and let their voice shine through.
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