06 An intro to narrative design Chapter three Empowering advocate storytellers Harnessing the power of customer advocates as There might be a mismatch between the story you have storytellers is a strategy that’s authentic and builds trust in mind, and the story your customer wants to tell, and amongst existing customers as well as prospects. while you may be able to charm a customer into telling It might be time to rethink the traditional testimonial it, it probably won’t come across well – it might look too format. However - seeing ‘great customer service and staged, forced, or simply not authentic. good prices’ is all well and good, but to really make an Instead, mine for themes or topics they’re already impression, there needs to be something else - chances talking about. Take the pulse in your existing advocates are, your closest competitor will have identical-sounding or community if you have one – what’re people talking comments that don’t differentiate you from about? Have they done any surveys recently? Topics or similar brands. questions can also be tested on message boards, Slack, While your content team might be skilled at crafting or socials – see which ideas get the most traction and stories, your customers may not be, and here’s where run with those. having some kind of framework can be helpful to ease Another layer of scaffolding to add to your advocate them into the process. storyteller framework could be a how-to guide. Make sure The key message here is about giving people options there’re plenty of examples across the various content that sit with their comfort level – most people would be types – written and video – to inspire con昀椀dence. A happier leaving a review online, fewer would be happier tutorial video could cover all of these points really well. volunteering a photo of themselves, and the smallest Empowering customers and injecting their voice into fragment of customers will be those positive about the storytelling process in new ways will do great things being in front of a camera. Providing different ways to for the value of the customer marketing function – and, contribute casts your net wider. to go back to the real purpose of it – reinforce active, Next, it’s important to give options when it comes to the successful, delighted users. It’ll do wonders for social type of content they might be involved with. proof, and boost engagement and retention. The great thing about stories is that if they are told well, they spread Establish whether your customers and advocates like wild昀椀re - and your advocates take center stage. would prefer: • To give advice and opinions • Written testimonials / reviews, video testimonials • A video on a subject of their expertise/choice • An industry expert piece, or contribution to a report