Stories that Sell Blog

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The Multi-Anecodote Case Study»

Prospects today want to know that people or organizations just like them are solving similar challenges with your products and services. You need example stories in your back pocket for. . .

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Beyond Just Capturing the Story»

Happy Friday! Nearly every business has happy customers, but often they don’t know how to truly leverage that asset – beyond just creating a success story or case study. Lindsay. . .

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PR Reps: Your Ally in Getting the Customer’s Buy-in»

For many companies, the biggest challenge in creating customer case studies and success stories is getting customers to agree to be featured. I’ve often found the customer’s PR team is. . .

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Changing Minds with Stories?»

I got to thinking during a jog this morning. With the presidential campaigns fighting for voters, how can stories actually change minds – minds that have been years in the. . .

Kiva.org – Creating Story-Based Connections»

About a year ago, I learned about Kiva.org, a nonprofit that facilitates micro-lending for entrepreneurs in the developing world. Kiva empowers businesses and individuals to loan money in increments as. . .

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Don’t Leave Customer Stories Out of Your Online Media Room»

I just read David Meerman Scott’s The New Rules of Marketing & PR. It provides a valuable blueprint for developing your own content marketing strategy. Scott makes an important point. . .

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. . .