Post Archive: Case study writing
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. . .
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. . .
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. . .
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,. . .
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. . .
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. . .
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.. . .
A Future without Case Studies? 5 Conclusions about the New FTC Rules»
Marketers are in a panic over the new FTC rules regarding endorsements (testimonials), and the new guidelines went into effect yesterday.
5 Case Study Take-Aways from “Believe Me”»
It’s back to blogging after the long Thanksgiving weekend! While traveling, I had the chance to read Michael Margolis’ new book, Believe Me: A Storytelling Manifesto for Changemakers and Innovators.. . .
What’s Your Favorite Case Study?»
I’m always on the lookout for stellar examples of customer case studies and success stories. When the ClickInsights blog asked me and four others to answer the question, “What’s your most favorite. . .
Are Your Case Studies ‘Human’ Enough?»
Every night, I watch the national evening news for a quick summary of what’s going on in the world. Whether the story’s about war or the weather, the reporters almost. . .
6 Ways to ‘Place’ Prospects in Your Case Studies»
Storytelling in business is powerful – but only if it resonates with your audience. That was one of the messages on a free story telecall put on by Michael Margolis. . .
When You Need 2 Versions of the Same Case Study»
A sales rep I’m assisting with a case study has two objectives: sell network management software to other U.S. divisions of a major account, and sell to other companies like. . .
How Much to Talk about Partners/Resellers in Customer Stories?»
This question has come up a couple of times lately in working with clients… How much should customer case studies and success stories talk about reseller partners? On the one. . .
