4 Steps to Build a Customer Transformation Story that Converts

by | Brand Strategy

You can spend a fortune on Facebook ad campaigns and write the catchiest copy on the internet, but you won’t get consistent conversions if you can’t make people care. There’s a reason that adage, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel, ” is brought up in every marketing seminar and at least 35% of TED Talks.

Transformation stories work because they shoot for the heart. They trigger emotions in the reader and give them hope that they could have a similar transformation. Hope is a powerful feeling. And people remember how you made them feel. So, if you’re ready to learn how to craft radically authentic customer transformation stories, keep reading.

How to Write a Client Transformation Story that Converts

#1 Identify Your Client’s Negative Emotions + Your Client’s Disadvantages

First, determine what emotions your client experienced that caused them to seek your mentorship. Were they feeling despair? Anxiety? Frustration? Incorporate those emotions into your story because your prospective clients will be dealing with the same ones. You’ll also want to include any disadvantages your client had that made their success more difficult.

Factors such as time, finances, health issues, and work are common obstacles that prevent people from reaching their goals. Sharing the speed bumps your client encountered shows the prospect the successful client is just like them. They also keep your prospective client from thinking, “they probably have resources I don’t” or “they don’t have the same insecurities I do,” and talking themselves out of your service.

#2 Identify the Emotions Your Client Is Seeking + Your Client’s Advantages

When your client came to you feeling lost and overwhelmed, how did they want to feel? Maybe they desperately wanted to shake their imposter syndrome or were trying to learn a new skill that they felt was out of reach. Either way, you need to convey the emotional journey they began by starting your program.

Regardless of your industry, the emotional journey is a critical component of a transformation story. It doesn’t matter if your client will be learning SEO practices or seeking solace in your online community during a challenging time; they are at a place they don’t want to be. Show the potential client how you can get them from where they are, to where they want to be, and highlight how it will feel once they achieve their goal.

While sharing your client’s transformation story, don’t forget to show the factors that helped them. Find something positive to share, no matter how difficult a client’s circumstances may have been. Life is a blend of highs and lows, and for a transformation story to feel authentic, it needs to present an accurate snapshot of a successful client. Whether your client had a natural aptitude for the skill they were learning or an exceptional ability to thrive despite their trauma, mention it. The client in your transformation story must be relatable and genuine to connect with the prospect.

#3 Show Them Everything

Showing your prospects what they can accomplish with your leadership is essential, but don’t use that as an excuse to skip to the “good part.” Remind yourself that every step during the race is as important as crossing the finish line.

Potential clients need to know what their journey will be like when they choose to work with you. From the first call to the final mentoring session, show prospects what to expect from your services. Emphasize what clients get from you along the way, and you’ll be far more memorable than mentors who only share the before and after.

#4 A Whole New World

Showing your prospects what they can accomplish with your leadership is essential, but don’t use that as an excuse to skip to the “good part.” Remind yourself that every step during the race is as important as crossing the finish line.

Potential clients need to know what their journey will be like when they choose to work with you. From the first call to the final mentoring session, show prospects what to expect from your services. Emphasize what clients get from you along the way, and you’ll be far more memorable than mentors who only share the before and after.

Which World Do You Live in?

Meet Chloe; she’s been struggling with feelings of insecurity and questions whether she has what it takes to succeed in her career. You happen to specialize in career development coaching and have helped many individuals fight through their self-doubt and reach success in their industry. To display your aptitude for helping people like Chloe, you have pages of information on your website detailing how your methods build self-efficacy and help clients achieve their career goals.

Unfortunately, Chloe isn’t feeling it. As far as she knows, your clients could be outliers or aren’t as hindered by self-doubt as she is. So, she clicks away and misses out on the opportunity to change her life.

Let’s visit another world, one where your website has a client transformation story waiting for Chloe. Instead of feeling instantly skeptical, she’s interested. She reads that your client felt just like her initially, sees the steps you took to help them, and is blown away by your client’s transformation. Chloe wants to experience the same success, so she clicks that beautiful “schedule a consultation” button.

Do you want to live in a world with higher conversion rates? Then it’s time to write your client transformation story.

What About the Facts?

If you’re thinking, “Yeah, warm-fuzzies are great, but wouldn’t data be more effective in converting leads?” it’s completely understandable. But when people look at data, there’s no human connection. Plus, let’s be honest, if statistics were enough to make people take action, you wouldn’t be reading this article; you’d be fixing your door because prospects kicked it down.

Sometimes it can feel impossible to write a client transformation story because you’re too close to see the big picture. Digiality Co. is here to help, offering Brand + Website Remedy sessions. If you’re ready to craft a transformation story that warms hearts and creates conversions, schedule your session today!

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