Ask past customers to tell stories about what your service did for them, not just that they used it. A chimney cleaner asks clients about moments by the fireplace, not about the cleaning itself. People buy the benefit, so sell the benefit.
So here's what we did. We used the power of names. You can do the same or a variant of this. We reached out to every past client that these chimney cleaners had and we started collecting stories. We reached out and said, "We wanna hear stories about your experiences in front of the fireplace." Now remember this, your customers never buy the product or service you provide, they buy the benefit it derives.
