Post Archive: Case study writing

5 Trends in Customer Case Studies – An Interview with Projectline»

What’s new with customer stories and where are we headed? That’s the question I recently asked Erica Hansen, director of customer engagement at Projectline. The fast-growing marketing services firm has. . .

Customer Case Studies: Above All, It’s a Conversation»

By Martha Maroney, Principal, Trimar Communications Of the various projects I’ve tackled in my 25-year career as a marketing-communications writer for technology clients, case studies are among my very favorite.. . .

Customer Case Studies: Are We Just Being Lazy?»

I’m bored. I’ve read one too many customer case studies that just don’t try hard enough. The latest offender: a feature on a frequent flyer in an airline inflight magazine. . .

“Stories That Sell” B-Day – 2-Day Sale»

Happy 2012! The holidays are over but there are still great deals to be had – including one free audio class on case studies and half off anything in the. . .

Can You Doctor Customers’ Quotes?»

In journalism, a person’s direct quote is sacred. What’s said is said, and any journalist with integrity doesn’t change a word. While customer case studies have many similarities to journalism,. . .

Case Studies: When Measurable Results AREN’T Necessary»

“Chris Strouth tweeted “sh*t, I need a kidney” then got one.” Whoa, what? That’s the headline on one of Twitter’s new success stories, one of many about how the social. . .

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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. . .

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. . .

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. . .

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. . .

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. . .

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A No-Cost Teleclass for Case Study Writers»

Copywriters: Want to make more money with case studies? Then your stories HAVE to SELL. Join me on Wednesday, September 8 at 9 PDT/12 EDT for a no-cost, one-hour teleclass:. . .

Copywriters: Homework Makes You a Better Case Study Writer»

Today’s the first day back to school where I live. Neighborhood kids are donning their new backpacks, books and shoes. Homework isn’t just for school kids. Now’s the perfect time. . .

The ‘Tell ‘Em, Tell ‘Em, Tell ‘Em’ Approach to Case Studies»

Ever heard this popular expression regarding presentations? “Tell them what you’re going to tell them. Tell them. And then tell them what you told them.” Or something along those lines.. . .

Customer Presented on Your Behalf? Do More with a Live Case Study»

This week, two PowerPoint presentations came my way. My clients’ happy customers had actually presented these decks in live case studies (either in person or on a webinar). How fantastic. . .

Case Study Copywriters: Where’s Your Cheat Sheet?»

Customer case studies just aren’t like other marketing projects. With a brochure, data sheet or white paper, marketing managers can usually mark the calendar for when to begin. But as. . .

Customer Case Studies: The “Maybe” Language Legal Loves»

In the world of customer stories, “legal” just might be our arch nemesis. Where marketers look for strong, absolute endorsement statements from customers, legal reviewers at vendor and customer companies. . .

‘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. . .