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9 templates for planning stories that fuel growth
Founder says story earns customer trust
Founder says story earns customer trust
“We strengthen our marketing approach in a way that will resonate better and spread further."
Emily Jones, Co-founder, Family Tech University
A gap in content
A gap in content
The tech business was ready to scale.
Family Tech University had just remodeled its flagship offering: the Internal Filter Workshop®, an online program that helps teens thrive with technology.
But first, it needed to stretch its story wings.
The family business had glowing testimonials, its origin story in a national newspaper, and was even featured on a TV show.
Still, Co-founder Emily Jones recognized the need to share more customer stories.
“It’s just that relatability,” she explained.
“Parenting technology comes with tons of fear and anxieties, so there’s something comforting in reading a story about a real parent.”
Industry pushing fear
Industry pushing fear
Jones and her team wanted to take a different path than competitors, leading the teens + tech conversation with hope rather than stoking more fear and “freaking parents out.”
Without relatable content, Jones knew parents could miss parenting with peace and teens could lose the chance to shape their own positive approach to tech.
Past trouble with outside writers
Past trouble with outside writers
When Jenn Ashton reached out to offer a customer story to the tech company, Jones was grateful, but skeptical.
Especially since she is herself a two-time published author.
"I can do this," Jones thought.
Then, she could also avoid the usual frustration of working with outside writers, even professionals with a top-notch marketing firm.
"They were amazing," she recalled, "but the writing drove me insane. I kept having to fix it."
Targeted storytelling
Targeted storytelling
Even with hesitation, Jones saw the need for relatable content to scale.
The next step: story prep–crucial to strategy and context. In place of a phone call, she opted to fill out a Story Brief.
“I could recognize right out of the gate that these questions are something every business owner must have answers to,” Jones said.
In fact, the initial step had its own payoff.
Customer voices amplified
Customer voices amplified
Jones introduced Ashton to a family to be interviewed.
She observed progress as Ashton prepared the customer and managed the call.
When the transcript and video arrived via email, Jones was fresh off a family reunion. She listened to the recording on her drive home.
"It was eye-opening," Jones said. "I started to see just how useful the story would be."
Ten-fold credibility
Ten-fold credibility
The story draft landed in Jones' inbox a few days later. She opened it and started reading.
"I was stunned. Totally blown away by the quality of the writing," Jones said.
Additionally, Jones said she realized the advantages of working with an outside writer, even though she is an author and product expert herself.
"I'm in a position that could make interviewees unable to speak freely. The credibility is upped 10 times because it did not come from me."
'Another level of marketing'
'Another level of marketing'
To finalize the draft, Ashton welcomed comments or changes, but Jones saw no need.
"I just didn't feel compelled to do any editing," she explained.
Still, they discussed ways to put the story to work.
"Being handed all these things was an epiphany: 'Look at all the things we can do!" Jones said.
For its site, blog, and social media, Jones noted the innate power of storytelling goes beyond even the brightest testimonials.
Renewed hope
Renewed hope
Family Tech University is now growing with an authentic customer story that gives parents hope and the confidence to take action.
“Sharing our customer’s experience, we strengthen our marketing approach in a way that will resonate better and spread further and we help change the dialogue about young people and tech in a really profound way,” Jones said.
Backed by social proof, her team frames an optimistic conversation that makes Family Tech University stand out from the competition.
Having served families for years, Jones is passionate for how this new-found confidence improves health and happiness.
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