Stories that Sell Blog

Bait Customers for More Compelling Storytelling»

There are moments in every customer case study interview when bells go off (in my head, at least). The customer has just uttered something that I know will give the. . .

5 Tips for Tweeting Your Customer Case Studies»

In spreading the word about new content, marketers clearly see the value of social media. In fact, 93% of B2B marketers use social media to share their content, with 87%. . .

7 Companies Boldly Leading with Customer Stories»

I’m sorry to tell you this, but your marketing has a credibility problem. You’re not the only business facing this challenge. Potential customers distrust nearly all marketing. Why? When promoting. . .

The Small Marketer’s First Steps to a Customer Advocacy Effort»

A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? It’s an effort to go beyond one-off case studies and. . .

How to Cut Case Study Approval Times by 75%»

When it comes to customer case studies, there is a worst-case scenario. You can spend a healthy sum and 1-2 days’ worth of work crafting a beautiful tale of a. . .

Are You Leaving the Icing off Customer Case Studies?»

By some cruel twist of fate, I have a restricted diet. No dairy for me, and right now, no wheat. So I have to find alternatives, and often those alternatives. . .

The Small, Big-Impact Piece Missing from Case Studies»

At age 16, I walked into my small town’s local newspaper and asked if I could write for them. The owner had no staff writers, and she agreed to turn. . .

Dear Vendor: You’re Not Helping Me Buy from You»

Last month, we did what we never expected: we bought a fixer-upper home – we, who can change a light bulb but do little else. Only a few square feet. . .

Another Idea for Getting No-Go Customers off the Fence»

It’s been 15 years since I wrote my first case study. And year after year since then, I hear the same challenge  from organizations as the main reason they don’t. . .

Why You Should Never Interview Your Own Customers»

A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. I’d already created hundreds of case. . .

Arm Your Sales Team with Customer Success Slides»

It’s 9 a.m. and your sales rep is preparing for a big meeting with a hot prospect in two hours. The rep is building a PowerPoint with all the key. . .

The Risk of Stripping Down Customer Case Studies»

In my household, we’re having a newspaper war. At least once a week, a kerfuffle breaks out over a particularly engaging article in one of the publications we regularly consume.. . .

Case Study Copywriters: Juggle More for Your Clients»

When we want to stock our kitchen, our family shops at three different grocery stores. We visit one store for seafood and organics, another for the kind of tortellini my. . .

Are You Prematurely Aging Your Case Studies?»

During a workshop I attended in LA last spring on oral storytelling, we discussed the elements that signal the beginning of a story. A story sets us in a time,. . .

6 Steps to a Strategic Shortlist of Featured Customers»

“We have tons of happy customers. How do we decide which ones to feature in case studies?” When it comes to customer case studies – and business in general –. . .

How to Cue Up Hard-Hitting Customer Quotes»

There are times when, magically, customer quotes are exactly what you dreamed they would be. The featured customer delivers glowing, colorful, emotive comments that speak to the exact challenges that. . .

When Customers Won’t Give Up Measurable Results for Case Studies»

The proof is in the numbers. If you ask companies what’s most important in their customer case studies, 9 out of 10 would likely say measurable results.

This Case Study Trend is HUGE»

It’s true. My eyesight isn’t as good as it used to be. But I must not be the only one who’s drawn to larger text. Case studies, and most marketing. . .

Why Some Buyers Don’t Look at Case Studies»

Locked Let’s suppose, for a moment, that you’re in the market for a new car. You probably don’t just get up in the morning, head to a dealership, drive one. . .

Do Buyers Still Read Case Studies?»

The written case study still reigns. I realize that I’m not the most unbiased authority on the supremacy of the written customer case study. I earn my living writing case. . .

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