6 April 2022 |  From the friendly caves of Pixie Hollow.

 

My dad recently received a copy of his DNA trace from Ancestry.com or similar, a service purchased for him by my mum late last year.

 

He had waited and waited and waited for it.

 

He was excited.

 

He told me about it often.

 

And then he got in the mail a printout of the service's entire clientele with a remote similarity, and a "report" that told him nothing.

 

Our family trees on both sides of the family are significant. On dad's paternal side, they date all the way back to the Norman Invasion. 

 

This is how I can tell you that our family long held their ancestral lands in Ireland. They preserved a belief our ancestor was Phillip de la Chapelle, who went to Ireland with Robert FitzStephen when he so-called conquered Eire in 1177-1182. 

 

That deed doesn't survive. But diary entries referring to it having been witnessed do.

 

It's a lot more substantial than a map of the world telling you that you're likely Anglo-European. And certainly more substantial than 50 pages of randoms from around the world labelled '1st cousin', despite a <4% DNA match, and absolutely no relation whatsoever.

 

The moral of the story is:

 

If it seems too good to be true, it often is.

 

This is the fine line with delivering an impeccable customer communication experience.

 

On the one hand, you want to have the most luxurious, buttery, personal experience possible.

 

On the other hand, if you talk about it, then you run the risk of others not believing you.

 

This is why creating case studies is one of the most important things you can do in the professional services.

 

Imagine with me for a moment:

 

If my parents had seen first hand a report from someone else, do you think they'd have purchased this ancestry hoo-haa? No! 

 

If my parents had read a case study from someone who already had a family tree who had purchase this service, do you think they'd have purchased this devious thing? No!

 

But if that report was genuinely useful, and it genuinely added information to our already well-known and deep family histories, then by gum they would be telling everyone!

 

The challenge that you have, when you deliver such epic value, is capturing it. 

 

So here's some unsolicited advice:

Following up means: Make case-studies part of your service. Make it an opt-out rather than an opt-in. And follow up fast.

 

Then if you want someone to craft those beautiful stories for you, you know who to come to.

 

xx Leticia 'case studies is my signature' Mooney.

 

PS. You can read about the process here.

 

Please let me know what I can do for you.
 
Leticia Mooney is a consultant with decades of experience writing with and for people like you. Her company Brutal Pixie casts the kind of spells your customers love. Its services are oracles (communication strategy, CCX, audits, investigations, quality assurance), metamorphoses (training, mentoring, coaching, wargaming), and your stories in magick hands (ghostwriting, content writing, editorial support). Leticia is also the mother of an intelligent, engaging, and curious boy, who is named after a character created by J.R.R Tolkien.

 

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