Stories that Sell Blog

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Don’t Miss This Social Media Event»

A few months ago, Michael Stelzner (the guy who wrote the book on white papers) approached me about being a contributor to a new site he was founding, Social Media. . .

‘Stories That Sell’ Takes Home Gold in Axiom Business Book Awards»

I’m excited to announce today that Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales and Marketing Asset has won Gold in the Advertising/Marketing/PR/Event Planning category of the. . .

Case Study Interviewing: Coaxing Info from an “Undertalker”»

If you’ve done your share of case study interviews, you’ve encountered one of the trickiest subjects: The person who answers each question with as few words as possible. He parcels. . .

The Case Study Ask: Five Things Your Customer Needs to Know»

The more facts you give someone, the better armed they are to make a decision – like when you ask a customer to be featured in a case study or. . .

Fortune 500 Companies: Celebrity Endorsers of B2B»

If you sell consumer products like skincare, sunglasses or video games, a celebrity endorsement can be a powerful thing. In the B2B world, you can still tap a famous individual. . .

Creating Case Studies? The Math You Have to Master»

I have a confession. I’m bad at math. Writers and marketers out there, I know some of you are with me. We were the spelling bee champions, the honors English. . .

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Podcast: Case Studies to Build Trust and Sales»

How do you make the most of a customer’s success story? What if you can’t name a customer? How do new FTC rules affect case studies? Get answers to these. . .

What’s Better – Customer Feedback or Vendor Success Stories?»

As buyers, we need help making decisions. There are just too many options. My last post revealed my own decision anxiety, multiplied when there are no customer reviews or success. . .

Customer Successes – Help Buyers Decide FASTER»

All week, I’ve been mulling over a few purchase decisions – comparing specs, prices and especially reading online reviews from other buyers that have gone before me. Not the impulsive. . .

Customer Stories…Make a Tractor Interesting?»

Most of us – for better or worse – have had a fast-food hamburger. It usually arrives in paper, often drippy and with an already soggy bun. The burger gets the job done,. . .

THIS is How to Organize Case Studies Online»

In sales and marketing, it’s the ultimate question. How do you get the right information in front of a prospect at the right time? It’s especially tricky now that customers. . .

Writers: How to Referee Style Rules»

During the NFL playoffs, referees’ calls can ultimately decide a win or loss. Their job is to know the rules and make sure that players follow them. But sometimes their. . .

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Where the Pros Reveal Their White Paper Marketing Secrets»

Today’s corporate executives don’t want a sales pitch. They want valuable content that helps them solve their business problems. White papers – a sibling to the customer case study –. . .

(New) Storytelling Power in PowerPoint?»

PowerPoint gets a really bad rap. It seems indispensible in business presentations, yet it can be so darn boring. That’s because most presenters do it the same way – a. . .

In a Visual Industry? Tell a Visual Case Study»

We tell stories with words. But also with pictures. In fact, depending on your industry, images can be just as important as the narrative. If you’re a graphic designer, or. . .

5 Hottest Ways to Use Customer Stories in ’10»

Ever walked through the living room when someone else is watching TV (on your way somewhere else), and just had to stop right there and watch? I’d be willing to. . .

The “Stories That Sell” B-Day Give-Away»

Today’s a big day! It’s the first anniversary of the release of the book, Stories That Sell. It’s been a great year, and in honor of the occasion, I’m giving away. . .

Lock Your Customer Case Studies? Then Forget Social»

Put yourself in these shoes: You just noticed a Tweet, or a LinkedIn or Facebook posting, that’s of interest to you. So you follow the attached link. When you arrive, you. . .

Awards Get Customers to Tell Their Stories – Fast»

It can be really tough to get customers to go public with their stories. But the prospect of winning an award gets customers on board – fast! Your products and. . .

Are You Missing this Critical Case Study Step?»

Customer case studies and success stories change hands – a LOT. On average, 3-4 different people review a story before it’s finalized. At times, it can be twice that many.. . .