Post Archive: 2008

When in Doubt, Look it Up»

A few years back I worked with another writer on a series of customer success stories. It became apparent that she didn’t know the difference between the business terms “revenue”. . .

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Real Feedback – How Case Studies are Used in IT Purchases»

Each year, TechTarget puts out its Media Consumption Benchmark Report. It provides insight into how IT buyers evaluate solutions compared with what IT marketers actually produce. Great stuff! Here’s a. . .

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Geico’s Real Customers»

Many commercials use customer success stories, but Geico insurance has taken a creative twist the past few years. Instead of using just a real customer, or just a celebrity, they. . .

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Top 5 Ways to Annoy Happy Customers this Time of Year»

We’ve hit the extra-busy and challenging holiday/budgeting/year-end season. At once, customers are juggling vacation schedules while trying to wrap up ’09 budget planning and meet their end-of-year goals. Where does. . .

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20-Second Survey on 2009 Plans»

With all the bad economic news, I’m interested in how case study budgets will change in 2009. Some say budgets will decrease while others believe customer stories will be even. . .

Giving Away 10 Advance Copies of “Stories That Sell”»

I’ve got extra advance copies of my book. Maybe you can help! In just six weeks, in early January, the first book on customer case studies will be available: Stories. . .

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Breaking Down a Case Study: USA.NET»

When you read magazines or newspapers, you’re naturally drawn to the stories with an attractive design and engaging writing. Customer stories are no different. In case studies and success stories,. . .

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How to Keep it Real – Authenticity in Customer Stories»

These days, potential buyers believe other satisfied customers more than anything else. If that happy customer happens to be a friend or other contact, that’s best. But customer stories are. . .

Customer Stories – The Essential Sidebar»

Nearly everything today is written for skimmers, and customer stories are no different. Some readers will read the whole case study or success story while others will look to headlines,. . .

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13 No-Cost PR Sites Reviewed by MarketingSherpa»

Customer case studies and success stories are compelling content for busy editors and writers at print and online publications. But when distributing press releases that capture those customer stories, what’s. . .

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Recording Interviews: My Setup»

Chances are, most of your customer interviews are by phone. For me, it’s 99% of all interviews for case studies and success stories. I occasionally get questions about how I. . .

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Helping Veronica, and others in the developing world»

Like many 50-year-old women today, Veronica has children attending college, while at the same time, she must take care of her own aging parents. Except Veronica, a seamstress, lives in. . .

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Customer Signoff: What Works?»

For years I’ve watched companies struggle with customer signoff on case studies. It’s an inevitable part of the process, if you’re featuring your happy customers by name. I’ve always seen. . .

Why We Need Happy Stories More than Ever»

I try to read the newspaper every day, keep up with news online, and watch a nightly newscast. But these days, they leave me craving something positive. Give me a. . .

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The Multi-Anecodote Case Study»

Prospects today want to know that people or organizations just like them are solving similar challenges with your products and services. You need example stories in your back pocket for. . .

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Beyond Just Capturing the Story»

Happy Friday! Nearly every business has happy customers, but often they don’t know how to truly leverage that asset – beyond just creating a success story or case study. Lindsay. . .

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PR Reps: Your Ally in Getting the Customer’s Buy-in»

For many companies, the biggest challenge in creating customer case studies and success stories is getting customers to agree to be featured. I’ve often found the customer’s PR team is. . .

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Changing Minds with Stories?»

I got to thinking during a jog this morning. With the presidential campaigns fighting for voters, how can stories actually change minds – minds that have been years in the. . .

Kiva.org – Creating Story-Based Connections»

About a year ago, I learned about Kiva.org, a nonprofit that facilitates micro-lending for entrepreneurs in the developing world. Kiva empowers businesses and individuals to loan money in increments as. . .

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Don’t Leave Customer Stories Out of Your Online Media Room»

I just read David Meerman Scott’s The New Rules of Marketing & PR. It provides a valuable blueprint for developing your own content marketing strategy. Scott makes an important point. . .