Post Archive: 2008
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”. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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,. . .
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. . .
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,. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .