“Stories sell” is a common refrain. A good story builds trust by creating a subtle but powerful shift from your product to a better future for your buyer.

As Jamie Gier, CMO at DexCare, puts it, “People are innately motivated by what’s in it for them. Showing a better vision of someone’s life or business is motivating.” 

Stories work because they engage our brains on multiple levels, triggering emotional responses, stimulating our imagination, and allowing us to connect with characters and situations on a personal level, making information more memorable and impactful compared to just facts alone;

A good story shifts a buyer conversation from “me and you,” with the vendor at arm’s length, to “we,” with the vendor as a peer in finding solutions to a shared problem.

Here is how Jamie encourages the development of a good customer story.

1. Make It Relatable

A compelling story starts with relatable characters. In customer stories, the relatable character is often the customer themselves—someone whose journey mirrors that of the prospective buyer. As Jamie emphasizes, the hero of the story is the person whose life was changed by the solution, someone who has “walked in their shoes.”

The story should spark an emotional connection, which is key to capturing attention. Whether the story stirs fear, joy, empathy, or curiosity, the emotional core makes it resonate. Tension or conflict heightens engagement by creating stakes: “If I don’t act, something may go wrong. If I do act, I can solve this issue.” This dynamic encourages prospects to see themselves in the story and envision their own success.

2. Make It Memorable

A good story isn’t just impactful; it’s memorable and shareable. Research from institutions like Princeton shows that storytelling can align brain activity between the storyteller and the audience. This synchronization helps stories stay top of mind long after the conversation ends, increasing brand recall. And in B2B marketing, when only 10% of our buyers are in the market at any given time, you want the other 90% to remember you when they’re ready.

Jamie stresses the importance of a clear structure and message. Without a clear purpose, even a great story can lose its power. The key is to create a narrative arc with relatable characters, conflict, and resolution while positioning the product as a supportive element rather than the centerpiece.

3. Make It Actionable

While stories often highlight a transformation, it’s crucial to frame this transformation carefully. Simply presenting a before-and-after scenario can backfire, especially if customers feel it implies they “sucked” before adopting the solution. Your customer should feel like a hero, not a zero. Stories should focus on continuous improvement and growth, showing how the product helps drive progress toward a better future.

“Showing a better vision of someone’s life or business—that’s the real hook,” Jamie explains. The story should motivate action by offering a roadmap to success. It’s not just about stating results; it’s about helping prospective buyers envision how those results could apply to their own journey.

Customer stories are more than just marketing content—they’re trust-building tools that motivate buyers by offering a vision of success. Jamie Gier’s approach emphasizes relatability, emotional connection, and actionable insights. By sourcing stories strategically and embedding them across the buyer journey, businesses can create a lasting impact and drive meaningful engagement.