Strategy

Behind the Business, Jackson Services

Published on

February 14, 2024

Contributors

Fred Deniz

Producer

"Behind the Business," is a ServiceTitan three-part mini-series that spotlights the human narrative of Dale Jackson and his company without emphasizing the role of ServiceTitan software. This unique approach authentically captures the personal side of the successful entrepreneur, showcasing his genuine commitment to community and highlighting the impact of ServiceTitan on company culture. Each episode unveils facets of Dale's positive influence on the community and the cultural transformation within the company. The series subtly integrates the software as a tool empowering Dale and his team, creating a compelling narrative structure that resonates with audiences. By highlighting the personal journey and experiences of our customers, we can help clients connect with our brand on a deeper level. "Behind the Business" strikes a balance, recognizing ServiceTitan's instrumental role while authentically portraying Dale Jackson's journey and contributions.

3 things to Remember When Crafting a Human Story

Authenticity: Ensure that the stories shared in the video are genuine and reflect real experiences of our customers. Authenticity is key to building trust and credibility with our audience.
Emotional connection: Focus on the emotional impact our software has had on our customers' lives. Highlighting how it has transformed their businesses, improved their workflow, and helped them achieve their goals. These emotional elements make the story more relatable and engaging.
Clear messaging: While creating a human story, ensure that the core message about the benefits of our software is communicated effectively. Strike a balance between the emotional narrative and highlight the key features and advantages of our software.

Remember to tailor the testimonial video to resonate with our target audience. By combining a humanistic approach with the unique aspects of our software, we create a testimonial video that effectively conveys the positive impact of partnering with ServiceTitan.