Post Archive: 2010

The 3 Can’t-Miss Pieces of Any Consulting Case Study»

In the classic movie, The Wizard of Oz, Dorothy and the group finally arrive at Oz only to learn that the great Wizard is only a man running controls behind. . .

Why Companies Need to F-R-E-E Their Case Studies»

A small software company recently ran an experiment… The company, which had been requiring registration to download its customer case studies, decided to unlock those stories on their website. Site. . .

Traits of the Perfect Success-Story Interviewee»

“I could sell this for you.” That line, coming straight from the mouth of a happy customer, is music to a company’s ears. Not only is the customer satisfied with. . .

What Missing from This Ad?»

Walking through the Denver airport last week, I couldn’t help but notice the cute dog on this wall ad. After admiring the dog, I realized the Xerox ad features a customer,. . .

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How, When and Where Buyers Want Case Studies»

When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales. . .

Customer Stories Actually RELIEVE Your Best Customers»

“I’m so glad we’re finally doing this interview because maybe I won’t have to take as many calls.” That’s an actual quote from a customer being interviewed for a case. . .

Case Studies: Start with the Story’s End»

Every day, we encounter new stories – on TV, in books, movies and magazines, and in discussions with others. Nearly all of them build toward an end result, which isn’t. . .

Nuture Leads – Feature Customers on Webinars»

This morning, a perfect example of customer case studies in action arrived in my inbox. The subject line reads: “Webinar – How IGN Entertainment Increased Self-Service Rates to Over 90%. . .

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A No-Cost Teleclass for Case Study Writers»

Copywriters: Want to make more money with case studies? Then your stories HAVE to SELL. Join me on Wednesday, September 8 at 9 PDT/12 EDT for a no-cost, one-hour teleclass:. . .

Copywriters: Homework Makes You a Better Case Study Writer»

Today’s the first day back to school where I live. Neighborhood kids are donning their new backpacks, books and shoes. Homework isn’t just for school kids. Now’s the perfect time. . .

Customer References Trim the Sales Cycle»

Customer case studies pull major weight among your marketing and sales materials. But they are just one way that a customer can serve as a reference for a business. Customer. . .

The ‘Tell ‘Em, Tell ‘Em, Tell ‘Em’ Approach to Case Studies»

Ever heard this popular expression regarding presentations? “Tell them what you’re going to tell them. Tell them. And then tell them what you told them.” Or something along those lines.. . .

Customer Presented on Your Behalf? Do More with a Live Case Study»

This week, two PowerPoint presentations came my way. My clients’ happy customers had actually presented these decks in live case studies (either in person or on a webinar). How fantastic. . .

Case Study Copywriters: Where’s Your Cheat Sheet?»

Customer case studies just aren’t like other marketing projects. With a brochure, data sheet or white paper, marketing managers can usually mark the calendar for when to begin. But as. . .

Selling More to Current Fans with Case Studies»

You’ve probably heard most of these stats before. Current customers are significantly more valuable than new customers. Acquiring a new customer costs 5 to 10 times more than retaining one.. . .

3 Tips for Finding Your Next Case Study Customer»

Several times a week, an appeal for funds from a charity (or alma mater) arrives in my mailbox or inbox. The same organizations contact me over and over. It’s annoying,. . .

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86,552 Views of a Single Case Study»

For those who doubt the draw of a customer case study online, here’s your proof. One Microsoft case study, posted online just four months ago, has racked up 86,552 total. . .

SNAP

Today’s Prospects Evaluate You on These 4 Criteria»

Sales isn’t what it used to be. Prospects are more overwhelmed than ever before. They’re pulled in a dozen different directions at any time, challenging them to actually get anything. . .

Putting Social Media Theory into Practice – Learn from 171 Authors»

About three years ago, a conversation between an American and an Australian – who have never met face to face – planted a seed. The ideas of marketers Drew McLellan and Gavin Heaton. . .

How to Repackage Precious Case Study Content»

Picking up from my last post commenting on Hubspot’s “27 Marketing Lessons B2B Marketers Should Know,” here’s another tip from Hubspot that ties directly with customer case studies: “Content is precious. Repackage existing. . .