Post Archive: Case study writing
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. . .
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.. . .
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. . .
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. . .
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,. . .
“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. . .
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. . .
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. . .
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. . .
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. . .
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.. . .
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. . .
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. . .
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:. . .
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. . .
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.. . .
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. . .
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. . .
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. . .
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. . .