A “customer spotlight” is a written article in which you focus entirely on the positive experience of one of your top customers, clients, or fans.
The goal with a spotlight is to tell the customer’s story using their unique language and personality, share what struggles/problems they experienced, and how they conquered it by using your product(s).
This type of content writing was born out of my work with The People Chemist, who hired me to edit hundreds of customer spotlights over the years, starting in 2013.
As a unique form of content writing, customer spotlights can be a huge money maker for your business.
The caveat: you need to have a fantastic product or service, and a large email list! You also need troves of unsolicited, positive feedback coming into your email inbox from happy customers.
If you’re not at that point yet… you can build up to it over time. (Start by getting your sales funnel on point first.)
Why Write Customer Spotlights for Your Business?
Don’t bother doing spotlights unless your inbox is constantly flooded with positive feedback from CUSTOMERS (not fans or voyeurs). They need a strong “before and after” story.
Because these stories are positive, unsolicited, and REAL (not contrived), spotlights have a strong “human interest” element to them. You’re bringing real people into your content strategy to share their experiences with your products.
Half the work is already done for you…because the customer is writing to you in their own words.
You just need to edit it for clarity, grammar, and flow.
Spotlights are fun to read, memorable, life-changing, and great for building your personal brand.
They’re also unique. Nobody’s doing them.
Plus, they follow the MEI principle: motivate, educate, and inspire (as outlined in The Anti-Marketing Manifesto: How to Sell Without Being a Sellout). Spotlights MEI potential customers to improve their lives… and that’s why they work. They’re a great way to use the “Anti-Marketing Manifesto” in your business.
Here’s an example of a customer spotlight written in an interview format.
Author, The Anti-Marketing Manifesto