Post Archive: 2008

The Impact of a Single Article»

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.. . .

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Where Does Trash Talkin’ Get You?»

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. . .

Relieving reference customers – Give ’em a break!»

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. . .

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Editorial Style – What’s Yours?»

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. . .

Naming Competitors – Dirty Practice or Strategic Move?»

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. . .

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Sales with Storytelling»

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,. . .

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WANTED: Success Stories on Success Stories»

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. . .

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The Power of the Customer’s Voice on Your “Sold on Hold”»

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,. . .

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Too Much Information – in Exchange for Customer Stories»

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. . .

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Is the Right Story in Your Back Pocket?»

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. . .

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Customer Success Stories Make Splash with the Media»

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. . .

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Share Your Promo Plan with Customers»

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. . .

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These are a few of my favorite leads…»

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. . .

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Adding Interest with Video Testimonials»

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. . .

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Customer Results: The #1 Way to Start a Sales Conversation»

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. . .

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Customer Successes in Advertising: AT&T’s “Small Business Moments”»

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,. . .

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This Headline Could be Better»

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.. . .

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Where Do You Find Customer Successes?»

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. . .

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Don’t Leave Customers in the Dark»

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. . .

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A Tribute to the PPD»

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. . .