Post Archive: 2008
A dripping faucet fills a sink one drop at a time. Such is the process of marketing and PR in the new world with thousands of distributed, targeted media opportunities.. . .
There’s a lot of talk about trash-talk at this year’s Olympics. The French swimming relay team trash-talked before the big race against the U.S., and an American pole vaulter did. . .
Most businesses have a few favorite customers they like to use again and again as live references. When they have a hot prospect, they get the happy customer on the. . .
In the customer case study process, at least 3 people are involved in writing/editing – me, my client and my client’s featured customer. Often, it’s more than that. Sometimes, we. . .
I’m working on a success story right now where the featured customer switched from a competing product to my client’s software. This began a discussion within the company whether to. . .
I just read Charles Brown’s new ebook, The Plot Thickens: Why Case Studies Create New Customers, How to Sell Your Products or Services Using Story-Telling Techniques. Charles, of Dynamic Copywriting,. . .
I’ve started a collection of sorts – of success stories on using customer stories. I love finding examples in my day-to-day life of companies and organizations using their customer stories. . .
Every day, people call your organization and end up on hold waiting for the right individual to pick up. Most organizations use that time to play “sold on hold” messages,. . .
Many companies leverage their written customer stories as lead generators. Sign up for a webinar and get a case study, or give us your contact information in exchange for downloading. . .
One of my clients, a workforce software company, is going after a niche market – security firms. They have one really solid customer case study for that vertical market, but. . .
I’ve been following the U.S. Olympic trials for swimming this past week. The new Speedo swimsuit seems to be making a bigger splash than the athletes wearing them. That’s because. . .
When you’re trying to get customers to agree to be featured in a customer story, details sell — especially details about how the customer will gain exposure too. I was. . .
The typical ghost story begins, "It was a dark and stormy night…" While it’s now become cliche, it’s a good lead sentence because you want to know more. The scene. . .
You can capture and leverage customer successes in dozens of different ways. Video testimonials are a nice complement to longer success stories and case studies. Add video testimonials to gain. . .
Jill Konrath’s (author of Selling to Big Companies) blog post today drives home what you have to communiate when selling anything: stress results. Jill writes: Statements about your company and. . .
While reading Fast Company magazine, I came across an AT&T ad featuring a customer success story. The ad’s headline read "Chad Harris’ Small Business Moment." It went on to highlight,. . .
Titles and headlines can make or break a marketing piece. It’s the first thing a reader sees on a customer success story. Admittedly, it’s something I could use help with.. . .
It can be tough to find customer successes within your customer base. Online customer forums help organizations uncover those stories, says Alexandra Tursi of Kelliher Samets Volk. Her recent blog. . .
I’ve had a week filled with customer permission and approval issues. It’s often the toughest part of the case study process. With one client, it became apparent that we needed. . .
I have to admit I’m impressed. A client provided a detailed PPD – Product Positioning Document – for a project. I rarely see such organized documentation. The PPD doesn’t get. . .