Stories that Sell Blog

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Short-Time Access – Book Excerpt: Using Customer Stories in Sales»

RainToday.com ran an excerpt from the Sales chapter of my book (Stories That Sell) today. It looks like an article, but it’s actually a full excerpt. The section they featured. . .

Rescuing a Case Study from Certain Death»

Whew! A case study has been saved. It was close. Here’s how it went down: We created a case study that my client really needed, the first one on a. . .

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The Media Wants Your Customer Stories»

Journalists are constantly looking for interesting stories to bring to their audiences. "When PR agencies and businesses come to me with customer stories, I’m always interested‚" said Mila D’Antonio, Managing. . .

Stories, Inspiring Focus in a Complex World»

After coming back from the holiday break, I’m more aware than ever how complicated life has become. I’ve got four email accounts to log into, and an encrypted file that. . .

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Marketers Increasing Content Investment»

Business news lately has been grim, but it’s not all bad. A recent survey by Junta42 found that 56% of marketing and publishing decision makers plan to increase their content. . .

The First Book on Case Studies – Now Available!»

Ten years ago this month, my phone rang. On the other end was a client with a new project—a case study on one of the software company’s satisfied customers. Admittedly,. . .

When in Doubt, Look it Up»

A few years back I worked with another writer on a series of customer success stories. It became apparent that she didn’t know the difference between the business terms “revenue”. . .

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Real Feedback – How Case Studies are Used in IT Purchases»

Each year, TechTarget puts out its Media Consumption Benchmark Report. It provides insight into how IT buyers evaluate solutions compared with what IT marketers actually produce. Great stuff! Here’s a. . .

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Geico’s Real Customers»

Many commercials use customer success stories, but Geico insurance has taken a creative twist the past few years. Instead of using just a real customer, or just a celebrity, they. . .

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Top 5 Ways to Annoy Happy Customers this Time of Year»

We’ve hit the extra-busy and challenging holiday/budgeting/year-end season. At once, customers are juggling vacation schedules while trying to wrap up ’09 budget planning and meet their end-of-year goals. Where does. . .

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20-Second Survey on 2009 Plans»

With all the bad economic news, I’m interested in how case study budgets will change in 2009. Some say budgets will decrease while others believe customer stories will be even. . .

Giving Away 10 Advance Copies of “Stories That Sell”»

I’ve got extra advance copies of my book. Maybe you can help! In just six weeks, in early January, the first book on customer case studies will be available: Stories. . .

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Breaking Down a Case Study: USA.NET»

When you read magazines or newspapers, you’re naturally drawn to the stories with an attractive design and engaging writing. Customer stories are no different. In case studies and success stories,. . .

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How to Keep it Real – Authenticity in Customer Stories»

These days, potential buyers believe other satisfied customers more than anything else. If that happy customer happens to be a friend or other contact, that’s best. But customer stories are. . .

Customer Stories – The Essential Sidebar»

Nearly everything today is written for skimmers, and customer stories are no different. Some readers will read the whole case study or success story while others will look to headlines,. . .

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13 No-Cost PR Sites Reviewed by MarketingSherpa»

Customer case studies and success stories are compelling content for busy editors and writers at print and online publications. But when distributing press releases that capture those customer stories, what’s. . .

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Recording Interviews: My Setup»

Chances are, most of your customer interviews are by phone. For me, it’s 99% of all interviews for case studies and success stories. I occasionally get questions about how I. . .

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Helping Veronica, and others in the developing world»

Like many 50-year-old women today, Veronica has children attending college, while at the same time, she must take care of her own aging parents. Except Veronica, a seamstress, lives in. . .

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Customer Signoff: What Works?»

For years I’ve watched companies struggle with customer signoff on case studies. It’s an inevitable part of the process, if you’re featuring your happy customers by name. I’ve always seen. . .

Why We Need Happy Stories More than Ever»

I try to read the newspaper every day, keep up with news online, and watch a nightly newscast. But these days, they leave me craving something positive. Give me a. . .