Customer stories: how to write with permission
Photo: Avila Ops Tecnologia
A customer story, or success story, is a 300-to-600-word article with three parts: what things were like before, what was done, and the outcome, with at least one customer-confirmed number. Publish only with written permission specifying what will be published, where, and that it can be removed on request. Without this, you have a good article and a legal problem.
For service sellers, customer stories are among the most convincing content, yet almost nobody publishes them because of two fears: not knowing how to write and not knowing whether it is allowed. Both are resolved with a structure and a permission message.
How do you structure the story?
In five sections, each with a subheading:
| Section | What it tells | Length |
|---|---|---|
| Who | Company name, what it does, city, size | 2 sentences |
| Before | The problem and its cost: lost time, lost sales, rework | 1 paragraph |
| What was done | Decisions in order, and what was excluded | 2 paragraphs |
| After | The result, with a customer-approved number, and what remains | 1 paragraph |
| In the customer’s voice | A short 30-to-60-word quote | 1 quotation |
The “what was excluded” section gives credibility. “The customer chose not to integrate inventory at this stage” shows there were choices, not miracles. “What remains” in results does the same. A case where everything succeeded and nothing remained looks like an ad rather than a case.
About numbers: only those the customer confirmed in writing. “Went from 20 to 55 orders a week” is the customer’s number, not yours. If they do not want it disclosed, use a ratio (“more than doubled”) or fact (“stopped managing appointments by phone”). Never estimate.
What must the permission say?
Permission covers three things: name and image (Civil Code, Law 10.406/2002, article 20), personal data of people appearing (LGPD, Law 13.709/2018, with consent as the basis), and company commercial information, which can be confidential without being personal data.
Message template to send with the final text:
“Hi, Paulo. Here is the story I wrote about the project. If you agree, please confirm here that you authorize publication of this text with your name, the attached photo, and the order number cited, on our website and social channels. You can ask for removal at any time. If you want anything changed, tell me.”
The reply “I authorize it” in the same conversation is the evidence. Keep it. If someone appearing is not the company owner, such as an employee in a photo, they also authorize it. How to record consent so it remains useful is in What consent is and how to record it.
What should you not publish, even with permission?
- Revenue, margin, or price paid unless expressly requested by the customer. Even authorized, it exposes their business to suppliers and competitors, and they may regret it.
- The customer’s own customers’ data. A store can discuss orders; it cannot show buyers’ names.
- Conversation screenshots involving third parties.
- Comparisons with a named competitor. “Previously used platform X” can cause problems: comparative advertising has Conar rules.
- Photos of anyone who did not authorize them, including in the background.
A cabinetmaker asked to tell the story of a medical office renovation. It named the dentist, showed a photo of the empty office, stated the met deadline, and included her quote. It excluded the project value and building name. The dentist shared it on Instagram. It became the cabinetmaker website’s most visited page and brought two quote requests in month one, counted in the CRM.
What to do now
Choose a project from the last 12 months with results the customer likes discussing. Write the five sections in an hour, send with the permission message, and publish once “I authorize it” arrives. One story per quarter already changes the website. To publish on your own domain and distribute automatically, a website with a blog: avilaops.com/criacao-de-site-profissional or contact us on WhatsApp: wa.me/5517997811471. For the short testimonial accompanying the story, see A customer testimonial that sounds true.
Frequently asked questions
Can I publish a customer story without naming them?
Yes, using “a cosmetic clinic in São José do Rio Preto,” and permission is still necessary if information identifies them. Without a name, the story loses half its strength; use this only if the customer requires it.
The customer authorized it by voice message. Is that valid?
As evidence, yes, but weaker than text. Transcribe it and request written confirmation in the same conversation. It takes a minute and prevents arguments.
Do I need a signed image release contract?
For the company’s website and social channels, clear permission by message stating what will be published and where is sufficient. A formal contract makes sense for paid campaigns using the customer’s face or long-term use.
Turn what you learned into your next step.
Tell us about your company and what you want to improve. We can explore the right tools, integrations or custom project together.