Stories that Sell Blog

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.. . .

The 3 Can’t-Miss Pieces of Any Consulting Case Study»

In the classic movie, The Wizard of Oz, Dorothy and the group finally arrive at Oz only to learn that the great Wizard is only a man running controls behind. . .

Why Companies Need to F-R-E-E Their Case Studies»

A small software company recently ran an experiment… The company, which had been requiring registration to download its customer case studies, decided to unlock those stories on their website. Site. . .

Traits of the Perfect Success-Story Interviewee»

“I could sell this for you.” That line, coming straight from the mouth of a happy customer, is music to a company’s ears. Not only is the customer satisfied with. . .

What Missing from This Ad?»

Walking through the Denver airport last week, I couldn’t help but notice the cute dog on this wall ad. After admiring the dog, I realized the Xerox ad features a customer,. . .

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How, When and Where Buyers Want Case Studies»

When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales. . .

Customer Stories Actually RELIEVE Your Best Customers»

“I’m so glad we’re finally doing this interview because maybe I won’t have to take as many calls.” That’s an actual quote from a customer being interviewed for a case. . .

Case Studies: Start with the Story’s End»

Every day, we encounter new stories – on TV, in books, movies and magazines, and in discussions with others. Nearly all of them build toward an end result, which isn’t. . .