Stories that Sell Blog

Back to School – Fall Event Roundup»

It’s that time of year, when hordes of students head back to school. Makes me almost miss the chance to get a new backpack and school clothes. In the spirit of. . .

4 Must-Have Pieces to Ease the Customer Case Study ‘Ask’»

Just like a sales pitch, it’s essential to be organized when approaching customers about participating in case studies and success stories. They want to know exactly what’s involved, how you. . .

10 Ways to Get More Business as a Freelance Writer»

Today, I’m sharing an article with some great tips for freelance writers… Successful writers share one common trait—they market themselves using very easy-to-implement tactics. Yet even as demand for writers. . .

Can a Case Study Help You KEEP a Customer?»

Compelling customer case studies and success stories do many things… Close a sale Land PR Generate leads Upsell to existing customers Train new sales reps and employees Can we add. . .

Trust in Companies Getting Better?»

In January, we reported that corporate trust was at a 10-year low, according to the semi-annual Edelman Trust Barometer. The mid-year news is a little better, though still not that. . .

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Why Smart Writers Excel…»

Eleven years ago, I took the plunge. I left a salaried journalism job to become a freelance marketing copywriter. I quickly learned that writing skills aren’t all you need to. . .

Heathrow’s Bold Storytelling Project – Good Idea or too Risky?»

I adore airports. Sure, they’re big, busy and the source of a lot of stress and frustration at times. But they’re also endlessly interesting. I got a firsthand, daily view. . .

Video or Written Customer Story – Which Comes First?»

In the multimedia age, more organizations are creating both written and video customer case studies and success stories. It’s a powerful way of catering to prospects’ varying preferences for consuming. . .

Giving Away Books – For Your Success Stories on Using Case Studies»

Some people collect stamps, coins, dolls or Pez dispensers. But I collect success stories. Specifically, I collect stories about how companies are using customer case studies and success stories in. . .

What Works in Customer Success Stories: The Online Intro Page»

Content marketing is about giving audiences access to the TYPE of content they want to consume. For customer success stories and case studies, increasingly that means multiple formats – written. . .

Ode to the Sound Bite in Customer Case Studies»

Mark Twain is said to have called it, “a minimum of sound to a maximum of sense.” Who else could so perfectly provide such a sound bite describing sound bites?. . .

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Creating Customer Reference Programs – A Marketing Plan»

Wow, I just came across a fabulous resource on the Customer Reference Insights blog. I’m a big proponent of managing customer references formally, even if you’re small. It’s important to. . .

Beware: The Over-Eager Case Study Customer»

Nothing’s better than a customer who absolutely adores you. This customer is constantly singing your praises, talking about how he couldn’t live without your product or service. Naturally, you ask. . .

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Marketing-Sales Collaboration on Case Studies»

In most companies, producing a steady stream of customer case studies and success stories depends on sales and marketing teams working together. Yet, it doesn’t always go smoothly. Pick up. . .

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Easy Peasy – PR with Customer Case Studies»

Think getting great PR takes diligent relationship-building with editors? Not always. With most publications running in print AND online today, editors are constantly looking for fresh, interesting content. And as. . .

Arming Sales Teams with Customer Slides»

Marketing teams don’t just create materials for marketing; they also have to keep sales reps supplied with the tools to help close deals. If they don’t provide materials in the. . .

Managing Customer References – An Interview with Joshua Horwitz of Boulder Logic»

I’m pleased to bring you an interview with Joshua Horwitz of Boulder Logic, which makes an enterprise customer reference solution. He founded Boulder Logic in 2003 after working in marketing. . .

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Right #6 of Case Studies that Compel & Sell – Right Presentation»

"Don’t judge a book by its cover." While that might be good advice, it’s easier said than done. The way something looks and is presented – especially your marketing materials. . .

Video Customer Case Studies – Empowering the Viewer»

The ease and viral nature of video makes it a compelling format for sharing a customer’s story. While it seems nearly everyone nowadays understands video is a powerful communications tool,. . .

Right #5 of Case Studies that Compel & Sell – Right Results»

Customer case studies play several roles – credibility, education, and last but not least, validation. Prospects need to see the specific value that a product or service delivered. Ideally, that’s. . .