Post Archive: 2011

Can You Doctor Customers’ Quotes?»

In journalism, a person’s direct quote is sacred. What’s said is said, and any journalist with integrity doesn’t change a word. While customer case studies have many similarities to journalism,. . .

Customer Quotes That Compel and Sell in Case Studies»

In a customer story, quotes are the very voice of the customer, your sound bites. Without them, a story can feel flat. Studies have even shown that people who skim. . .

Case Studies: When Measurable Results AREN’T Necessary»

“Chris Strouth tweeted “sh*t, I need a kidney” then got one.” Whoa, what? That’s the headline on one of Twitter’s new success stories, one of many about how the social. . .

Chase Those Customer Stories – Before Treasured Contacts Leave!»

What a difference a couple of months makes… Earlier this summer, I was talking with a friend/associate about customer stories. The web developer was excited to capture a case study. . .

Survey Says…Case Studies Still Influential in B2B Tech Purchases»

We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Each year, I look forward to The Eccolo Media B2B Technology Content Survey. . .

Customer Stories Q&A – Live on Facebook»

This Wednesday, I’ll be the guest expert on a live Q&A on Erin Blaskie’s Facebook page. Come join me and Erin at 1 EST on Sept. 28, and bring your. . .

HP restaurant

How HP Case Studies Cater to Readers and Skimmers»

Over and over, we hear that most buyers don’t really read marketing copy, but rather skim it. So how does that affect the way you present customer stories? First, that may. . .

The #1 Question to Ask Before Starting Any Case Study»

A customer story can’t just be interesting or results-oriented. It also needs to sell. Even more critically, it needs to influence the intended audience. Before beginning customer success stories or. . .

Doubt the Power of Customer Stories Today?»

Why do customer success stories work? Why are they more important than ever? And how do you create quality video customer stories for your marketing efforts? I am honored to be. . .

Remember, and Be More Memorable – with Stories»

By Shawn Callahan Andi Bell is a lean, 30-something Londoner. He looks like one of those bicycle couriers who zip past you in Soho. The thing about Andi is that. . .

The Resume is Dead: The (Story) Bio is King»

Note from Casey Hibbard: While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing,. . .

Avoid ‘The Kiss of Death’ When Asking for Your Next Testimonial»

Note from Casey Hibbard: While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational. . .

Kronos Spotlights Dozens of Customers through Expanded Reference Program»

The book Stories that Sell, and a recent blog post here, lauded Kronos Incorporated for its Best Practices Awards Program, an annual program to recognize customers that achieve value and. . .

How Kronos Finds, Showcases its Best Customer Successes»

It’s a common conundrum for companies today…How do you uncover the best stories among your customers, and then get them to share those stories publicly? Software company Kronos Inc., a global. . .

Eek, My Own Process Broke Down!»

After 11 years of working on customer stories, I’ve become set in my ways. And with good reason. I’ve refined my step-by-step process for creating case studies and success stories. . .

Case Study Design – Turn it Sideways»

It’s easy to get into a rut with design, especially when a marketing piece like a case study contains all the same elements every time… Headline Subhead Text Photo Steelcase,. . .

8 Traits of Sales-Win Stories»

Savvy sales teams share customer success stories to move prospects further toward a purchase decision. But customer case studies aren’t the only type of story that can help a rep. . .

Zahmoo

Zahmoo: The Online Story Bank»

In an organization, a single, powerful story can help land new business, get PR, win awards, train new sales reps, and reinforce the company’s vision among all employees. Yet so many. . .

The 4 Elements of a Technology Customer Case Study»

It’s no wonder that customer case studies are a staple in marketing and selling technology products and services. Technology is complex, pricey and usually requires decent time to ramp up.. . .