Chimney-cleaning businesses ask past customers to share stories about their fireplaces. People don't buy the service itself, they buy the feeling it creates. Use their names and collect those stories to show what your product actually does for them.
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 want to 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.
