How To Tell Successful Stories Of Customers

I’m using these words interchangeably– funnel, offer, campaign, high ticket, landing page– since any time we want to sell something, product, or service, we need to have social proof.

Not just because it’s ethical to make sure we’re not selling something we’ve not done before (#LDT– learn, do, teach), but because social proof is critical to driving conversions.

We know there are 3 types of authority– WHO is saying it, WHERE it’s being said, and WHAT is being said (proof achieved through the program/checklist). On this WHAT component, the most powerful is a “success story”– which is beyond a “testimonial”.

Russell Brunson breaks this down in his “high ticket funnels” training (90 minutes of in-depth goodness on the “value ladder”, “ascension path”, or whatever synonym– many names for this)– that to be able to sell high ticket (more than a few thousand dollars), we need to tell the stories of a few successful customers via ads, landing pages, and phone sales:

  • Thus, all clients and team members must understand the “value ladder” (many names for this, like “phone funnel”), which we have training on, before attempt to implement this meta-checklist, which is a checklist of checklists in the SAE (Social Amplification Engine), leading up to phase 5 (amplification).
  • Offer: who, what, where, when, why on a landing page for people to be able to buy. (phase 4 of 6)
  • Success Stories: at least one high authority story from a customer/client, ideally filmed with good audio. (phase 3 of 6)
  • Strategy: #GCT in place to assess market fit– a clear benefit for a micro-niche– and know what is break-even profitable. (phase 2 of 6)
  • Digital Plumbing: tracking in place, so we can run ads and measure conversions. (phase 1 of 6)

We see people trying to jump straight to ads (phase 5), hoping to drive sales without having these critical prerequisites in place. And they wonder why they’re not converting, which leads to all sorts of pain, wasted money, blame, and failure.

We have a checklist for each of the 6 phases in the SAE— so let’s make sure we’re clear on this. We can’t overemphasize this in our training of our clients and of our own people– as well as in our execution.

Think about how easy it is to troubleshoot a funnel with the SAE– the basic local version being the Content Engine, as a course and done-for-you package.

We don’t want to take on any client who doesn’t understand the ingredients we need to succeed together and who also agrees that this isn’t a “get rich quick” implementation.

Dennis Yu

About the Author

Dennis Yu
Dennis Yu is on a mission to create a million jobs.

He is the host of the CoachYu show, a digital marketing certification program that partners together with industry professionals just like doctors, engineers, and teachers where people can get trained and have a job at the same time.

He has been building brands and teaching marketing for over 13 years.

Specializes in helping young adults to grow into the leaders of tomorrow, by confidently developing their marketing skills through training programs and seminars with enterprise clients like The Golden State Warriors, Nike, and Rosetta Stone.

He developed the Technology Partner for Digital Marketing Agencies and Personal Brands. A RevShare Partnership Program that enables growing companies to stay competitive.

None of this would be possible without the generous support of partners such as DigitalMarketer, Social Media Examiner, Fiverr, GoDaddy, Keap, OmniConvert,, Tom Ferry, Barry Habib, and others who believe in training up millions of digital marketing professionals.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and co-authored “Facebook Nation” – a textbook taught in over 700 colleges and universities.

Dennis is an internationally acclaimed speaker in Facebook Marketing who has spoken countless times in 17 countries, spanning five continents including keynote events at L2E, PubCon, Digital Agency Expo, Marketo Summit, and B2C Growth & Innovation Virtual Summit.

Besides being a data and ad connoisseur, Dennis enjoys eating spicy buffalo wings or might just spot him playing Ultimate Frisbee under the sun.

You can contact him at or on one of his social accounts below.