Post Archive: April 2008

no image

Whatever You’re Selling, Details Sell»

I recently learned personally just how important details are in marketing and sales. Preparing to move to Boulder, CO, I’ve been looking at housing online. I found I was much. . .

no image

The Ever-Important “Saved” Interview Questionnaire»

I was reminded again today just how important it is to have a written set of interview questions saved for each product/service I develop customer stories for. A hospital contact. . .

no image

Storytelling for Causes»

I’ve long thought that nonprofits/causes should tell more of their success stories as they pursue donors, sponsors, grants, volunteers, etc. Kivi Leroux Miller wrote a great post this week, “Five. . .

no image

How Do You End a Case Study?»

I’m back after a refreshing little break and am ready to talk customer stories! Recently, I’ve been thinking about the ways that you can “end” a customer story. There’s no. . .

no image

What Do You Want Your Story to Be?»

One of Seth Godin’s blog posts today had a really insightful observation about stories in business. We’re not talking specifically about customer stories here, but about what you want the. . .

no image

Turn Case Studies Back to Customers – Quickly!»

In managing customer stories, I’ve noticed an odd phenomenon: Customers often mirror the level of urgency of the vendor company in reviewing and approving their stories. Here’s what I mean:. . .