Host: Michael Stelzner, author of the book Writing White Papers
Special Guests: Steve Slaunwhite and Casey Hibbard (case study experts!)
Duration: 57:28
Cost: $29
You Get: Downloadable MP3 Audio Recording of the class and a 36-page Class Transcript

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More about the Audio Course

Customer case studies are an increasingly important sales and marketing tool for businesses, as buyers look for evidence that products and services deliver.

And they’re a fast-growing opportunity for writers.

Why do they work and how do you create effective customer stories?

Understand the power behind customer stories and how to create them in a way that gets readers to act.

This one-hour audio class, presented by Michael Stelzner of WhitePaperSource, helps both businesses and writers understand the role of case studies in sales and marketing, and how to create compelling customer stories.

Class Take-Aways

• Why case studies are one of the most versatile marketing toolsHow customer stories fit in every part of the sales cycle
• How freelance writers can get in on case studies
• 3 ways to leverage a customer story in marketing
• Strategies for making your case study request to customers
• The key elements of a compelling story
• How to create customer stories that persuade audiences
• Drawing the most effective information out of interview subjects
• Cardinal sins in case studies
• The ins and outs of customer approval

Class Panel

Host: Michael A. Stelzner is one of the leading authorities on the topic of writing and marketing white papers. He has written more than 100 white papers for many of the world’s most recognized companies, including Microsoft, FedEx, Motorola, Monster, Hewlett-Packard and SAP. Michael is also the author of the bestselling book, Writing White Papers: How to Capture Readers and Keep Them Engaged.

Guest: Steve Slaunwhite is a recognized authority on creating and marketing case studies. His expertise has been featured in The Wall Street Journal, Software CEO and WordBiz Report. Steve is also the founder of ForCopyWritersOnly.com and has authored numerous books, including The Everything Guide to Writing Copy and Start & Run a Copywriting Business.

Guest: Casey Hibbard is the founder of Compelling Cases, a company designed to help businesses capture and leverage the customer’s voice for a greater impact in their sales, marketing and PR efforts. She has written more than 300 case studies for big companies such as Macrovision.

Author Casey Hibbard shares her top tips from a decade of experience in creating customer success stories.

Instructor: Casey Hibbard of Compelling Cases, Inc.
Duration: 30 minutes
Cost: $18
Format: MP3

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More about the Audio Course

In 1998, I wrote my first customer case study as a freelancer for a software company. It was the beginning of a long and prosperous relationship with customer stories (and fortunately, with that client too).

In 10 years, I’ve written and managed more than 450 customer success stories and case studies that have helped close countless deals, land major media coverage, and win awards for my clients and their featured customers.

When I first started, I had journalism and marketing communications experience.

But I had a lot to learn about how to create effective customer stories—stories that truly compel and sell.

In this 30-minute audio course, I share some of my top tips—from a decade of experience—for creating customer stories that earn their keep.

Class Take-Aways

• The most important thing to consider before even starting a customer story
• Why simply featuring a customer that’s “happy” isn’t enough
• How to write and design for different types of readers
• How the angle of a customer story can mean the difference between making a sale and your story being ignored
• Meticulous interviewing to collect the building blocks of truly strong stories
• Steps you must take to create unique—and more engaging—stories every time
• How to employ tried-and-true story structure to keep readers reading
• A more compelling format than the old “Challenge-Solution-Results” layout

Listen to the course today and start creating stories that deliver a higher return on your investment!

Casey Hibbard, founder and president of Compelling Cases, Inc., has helped dozens of companies create more than 450 customer stories over the past decade. She has produced and managed success stories for companies such as Macrovision, Jobfox, USA.NET, IHS, and Vocus. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes. She is author of Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset, the first book on creating, managing and using customer stories.

That’s why companies are increasingly adding case studies and success stories to their marketing mix.

In turn, it’s become a huge, and growing, opportunity for copywriters.

Yet how do you write a case study or success story in the most compelling way—in a way that engages readers and converts prospects into customers?

We break it down for you.

Download the 2-part teleclass, Writing a Compelling Customer Story—Start to Finish.

The teleclass takes you through the steps of how to construct a story that resonates with readers, and makes a compelling case for the company, products and services.

This course breaks down 10 years of case study writing experience to show you how to build an effective story every step of the way.

In two, one-hour sessions, we take a hands-on approach to creating an actual customer success story that engages readers and convinces them that the featured solutions deliver what they promise!

Gain essential insight that will immediately improve the quality and impact of your stories.

• Create stories that drive results for sales and marketing teams
• Learn 4 essential steps to take before interviewing the customer
• Craft interview questions that uncover compelling angles and measurable results
• Organize information into the most critical story “chunks”
• Write in a compelling “feature story” format
• Craft a story “lead”
• Pick customer quotes that enhance the story
• Keep the tone journalistic – not overly promotional
• Write for readers and skimmers
• Create headlines and subheads that serve as “signposts” in your story
• Understand how to end a story gracefully
• Construct effective sidebar summaries
• Know what makes a compelling layout

When you complete the course, you’ll have a clear understanding of how a compelling case comes together—and be ready to create stories that sell!

Details

The full course is TWO parts.

Where

Via phone and online. You will receive supplemental PDF files to reference throughout the course, and to keep for your reference.

You will receive the PDF and a link to listen to the sessions at your convenience.

The Instructor

Casey Hibbard, founder and president of Compelling Cases, Inc., has helped dozens of companies create more than 450 customer stories over the past decade. She has produced and managed success stories for companies such as Macrovision, Jobfox, USA.NET, IHS, and Vocus. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes. She is author of Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset, the first book on creating, managing and using customer stories.

Register for the Class

$39 for two hours of instruction, including Q&A during the call, and a LinkedIn group for additional questions and discussion before and after the classes.

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Register for the Class WITH the book, “Stories That Sell“

Buy the course with a copy of the book, “Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset.” Learn more about the book.

Class Plus the eBook in PDF – immediate book download, $48
A savings of $3.95 off the eBook
Two hours of instruction, including Q&A during the call, and a LinkedIn group for additional questions and discussion before and after the call. Plus, the “Stories That Sell” book in PDF format.

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Class Plus the Printed Book – free shipping, $55
A savings of $3.95 off the Book
Two hours of instruction, including Q&A during the call, and a LinkedIn group for additional questions and discussion before and after the call. Plus, the printed version of the “Stories That Sell” book.

Register Now

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Download

Learn how to produce case studies and success stories that produce results in the report, The 10 Biggest Mistakes Case Study Writers Make.

Whether you write as an employee for your organization or work as a freelancer, your “client” looks to you to translate their successes into stories that resonate with readers and drive them to buy.

The free e-report covers some of the pitfalls writers typically make in creating customer stories:

• The one step in case study preparation you should NEVER skip.
• The fastest way to annoy featured customers in interviews.
• Why you should have interview questions written out before every interview.
• How to get better results metrics out of featured customers.
• How to find each story’s best angle.
• Ways to avoid making featured customers look bad!
• Tips for catering to readers who only “skim” customer stories.
• Finding the balance between a dull story and one that’s too enthusiastic!

Submit the form below to get the free report:

Download

If you need a response sooner, please call us at 303-494-5785.

This handbook serves to guide marketing and PR managers on how to approach case studies strategically. It guides you through mapping out your annual case study planning; covers ways to solicit stories from employees, partners and customers; and addresses how to get cases approved; how to work with customers in the process; and various ways to use cases in your marketing, sales and PR efforts. The right mix of powerful customer stories, told in an engaging way and used throughout the sales process, will help your company build key credibility with prospects, partners and investors.

Submit the form below to gain access to the eBook.

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