n Example of a Customer Spotlight: A Unique Form of Content Writing That Sells | The Anti-Marketing Manifesto

A “Customer Spotlight” is a type of content writing where you focus entirely on the experience of one of your top customers.

It’s a huge money maker, especially when you have a great product or service, and a large email list!

In their own words, the customer shares how they found you, what their experience was in using your product or service, and what the outcome was. All the good, the bad, and the ugly details are included (if applicable)!

Because they’re so real and honest, spotlights have a huge “human interest” element to them. They’re memorable, fascinating to read, and great for brand-building.

[Related: You get 5 spotlights as part of my Anti-Marketing Jumpstart Kit!]

Spotlights educate, motivate, and inspire potential customers to improve their lives. For this reason, they’re the ultimate form of “anti-marketing.” They’re also one of my favorite types of content to write for clients.

In fact, I’ve been writing spotlights for over 4.5 years…it never gets old, and they never fail to inspire.

When structured properly, spotlights can lead to a huge increase in sales for your home business or organization.

All you need to do is solicit testimonials from your top fans, then turn them into spotlights, and blast them to your email list.

Most customers are more than happy to participate!

Here’s an example of a customer spotlight I wrote featuring Ryan, who is an avid fan of YNAB (“You Need a Budget”). YNAB is the popular budgeting app that has helped countless people take control of their finances.

I interviewed Ryan, and as you can see, he was enthusiastic about sharing his love for the product!

Read and study this spotlight, and use it as model for your own!

Talk soon,

Anti-Marketing Manifesto

P.S. In this particular article, the spotlight is formatted as an interview. It works well, because it’s so detailed and content-rich. It’s organized to flow well.

You can also format a spotlight as more of a “story” with a beginning, middle, and end, while quoting the customer. Either approach works! Try it, and let me know your results!

About the Author

Michelle Lopez Boggs is the author of The Anti-Marketing Manifesto: How to Sell Without Being a Sellout. With a BA in English/Creative Writing and a background as a copywriter, editor, and anti-marketer, Michelle helps her clients follow the MEI(S) principle: motivate, educate, inspire...and sell. Buy the book here.

Confused About How to Increase Conversions?

Download my FREE cheat sheet, “5 Tips for Increasing Conversions on Natural, Organic, Non-Toxic Products”