How a Thoughtful Interview Process Draws Out Impactful Client Stories
If you ask, your clients are generally happy to put out a good word for you. They might refer you to their friends and colleagues, respond to customer satisfaction surveys with high marks, or even leave favorable reviews on Google or Facebook. Unfortunately, while this feedback is positive, it often falls flat. It doesn’t guide the reader through a compelling narrative—a story with a clear beginning, turning point, and resolution—that’s crucial for activating empathy. And empathy is what makes stories stick.
The Double Value of Client Stories
When I interview customers on behalf of my clients, I often uncover unexpected insights—moments that reveal what truly matters to the people they serve. These interviews provide a double value: they create marketing stories that build trust and uncover actionable insights that help businesses improve how they serve their customers.
Uncovering Customer Success Stories
Case studies can play a crucial role in your 2025 content strategy, but it all starts with finding the best customer success stories to tell. These stories aren’t just about filling up your blog or feeding your social channels—they capture the moments where your work solved a real problem, exceeded expectations, or helped clients achieve something meaningful. They demonstrate the impact your work has had—solving real problems, exceeding expectations, and helping clients achieve meaningful results.
Build Trust and Stand Out with Client Stories in 2025
There’s nothing more powerful in the buyer’s journey than evidence from customers that a company delivers on its promises. Including client case studies and success stories in your 2025 content plan ensures you provide the proof buyers need to make confident decisions.
How I Developed a Small Business Approach to Recruitment Marketing
I’ve been on a learning journey with recruitment marketing for many years. It started when one of the companies I was working for asked me to do something to help them get the word out about their open jobs. Back then, I didn’t even know there was such a thing as recruitment marketing, but I was sure that I could use my marketing skills to do something.
How to Take Great Company Event Photos with Your Smartphone
One effective strategy for building and maintaining relationships with clients and potential customers is through hosting in-person events. These events not only allow for face-to-face interactions, but also provide a unique opportunity to showcase your company in a new light on social media.
What is Employer Value?
When I talk about recruitment marketing and employer branding with people who are new to these disciplines, the topic of “employer value” comes up quickly in the conversation. My explanation challenges people to think beyond pay and benefits for the reasons why people not only decide to work for them but stay with the company.
What Do Buyer Personas Have to Do with Recruitment Marketing?
I once read that the biggest compliment you can give a teacher is to create something new with what they taught you, and that’s what I did with Adele Revella’s Buyer Persona framework. I learned Revella’s process for talking to buyers to find out about their decision-making process from reading her book and taking her Buyer Persona Masterclass. I synthesized what I learned into the framework that I use to talk to employees and find out what they value.
My They Ask, You Answer Connection to Recruitment Marketing
As I was writing my online course - Better Message. Better Talent Pool. - I became aware that there were three main influences that have guided my approach to recruitment marketing. One of them was “They Ask, You Answer” by Marcus Sheridan. In his book “They Ask, You Answer,” Sheridan tells the story of how he brought his swimming pool business from the brink of collapse to thriving success by using his blog to answer all of the questions that prospective buyers might have.
My StoryBrand Connection to Recruitment Marketing
As I was creating my online course – Better Message. Better Talent Pool. – I had to think hard about the process that I was using to interview employees and turn what they say into compelling recruiting messages. The challenging part was taking what I did intuitively and distilling the process so I could teach other people how to do the same thing.
What I Learned About Employer Value from the Big Business World
When I was at the beginning of my learning path in recruitment marketing, I came across the concept of “employer value.” The idea of communicating with value isn’t any different from what I had been doing for years for my marketing clients and employers. I just never intentionally applied the concept to creating messaging for job candidates.
How to Add a New Service Category to Your Marketing Business
It’s generally less expensive to sell more to your existing customers than it is to go out and find a new customer. What if you could add a category to your marketing consulting or agency business that could increase the amount of work you do with existing clients and open the door for new business too? You can with recruitment marketing.