Stories that Sell Blog
Jill Konrath’s (author of Selling to Big Companies) blog post today drives home what you have to communiate when selling anything: stress results. Jill writes: Statements about your company and. . .
While reading Fast Company magazine, I came across an AT&T ad featuring a customer success story. The ad’s headline read "Chad Harris’ Small Business Moment." It went on to highlight,. . .
Titles and headlines can make or break a marketing piece. It’s the first thing a reader sees on a customer success story. Admittedly, it’s something I could use help with.. . .
It can be tough to find customer successes within your customer base. Online customer forums help organizations uncover those stories, says Alexandra Tursi of Kelliher Samets Volk. Her recent blog. . .
I’ve had a week filled with customer permission and approval issues. It’s often the toughest part of the case study process. With one client, it became apparent that we needed. . .
I have to admit I’m impressed. A client provided a detailed PPD – Product Positioning Document – for a project. I rarely see such organized documentation. The PPD doesn’t get. . .
Right now I’m creating a series of success stories for a telecom company. In discussions with them, it made sense to keep them to one page each. So how do. . .
Photos make customer stories much more engaging. But it can be tough to get quality shots of actual customer sites or consistent-looking head shots of customer contacts that are spread. . .
I’ve noticed an interesting trend the past year as I manage customer case studies for my clients. Increasingly, companies are eschewing a legal release form once used to get customers’. . .
I recently learned personally just how important details are in marketing and sales. Preparing to move to Boulder, CO, I’ve been looking at housing online. I found I was much. . .
I was reminded again today just how important it is to have a written set of interview questions saved for each product/service I develop customer stories for. A hospital contact. . .
I’ve long thought that nonprofits/causes should tell more of their success stories as they pursue donors, sponsors, grants, volunteers, etc. Kivi Leroux Miller wrote a great post this week, “Five. . .
I’m back after a refreshing little break and am ready to talk customer stories! Recently, I’ve been thinking about the ways that you can “end” a customer story. There’s no. . .
One of Seth Godin’s blog posts today had a really insightful observation about stories in business. We’re not talking specifically about customer stories here, but about what you want the. . .
In managing customer stories, I’ve noticed an odd phenomenon: Customers often mirror the level of urgency of the vendor company in reviewing and approving their stories. Here’s what I mean:. . .
I just wrote a customer story where the interview subject was somewhat reserved. His company hasn’t used the software for all that long, so he spoke conservatively about the benefits. . .
Here’s a little Friday reminder about the importance of case studies on your website. A colleague forwarded an interesting article this morning that appeared in MarketingProfs. “Creating Your Company’s Own. . .
Finding willing customer story candidates is often challenging for companies. What about letting customers nominate themselves? I just read a blog posting by an electronic timesheets company that was basically. . .
A sales rep I’m assisting with a case study has two objectives: sell network management software to other U.S. divisions of a major account, and sell to other companies like. . .
Selling anyone on anything is usually a process. The same goes for convincing customers to be featured in a customer case study. Sometimes you have to baby-step customers toward sharing. . .