Post Archive: Interviewing
There are moments in every customer case study interview when bells go off (in my head, at least). The customer has just uttered something that I know will give the. . .
A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. I’d already created hundreds of case. . .
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.. . .
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. . .
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. . .
If you’re making full use of a customer’s success story, you’re telling that story in multiple places – case studies, success stories, press releases, videos, webinars, white papers, and more.. . .
If you cook, you know that the ingredients matter. Use the highest-quality ingredients and the end product tastes better than it would with lesser-quality materials. The same goes for a. . .
These days, potential buyers believe other satisfied customers more than anything else. If that happy customer happens to be a friend or other contact, that’s best. But customer stories are. . .