Post Archive: Writing Customer Stories

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.. . .

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. . .

A ready-to-use case study – How long does it take?»

In the discussion about customer case studies, one question comes up over and over: How long does it take to get a case study done? How many days or weeks. . .

You Might Be Cut out for Case Study Writing if…»

About 10 years ago, I wrote my first customer case study – and it was love at first write. I found case study writing perfectly suited to my background, skills. . .

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. . .

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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. . .

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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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. . .

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. . .

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Right #4 of Case Studies that Compel & Sell – Right Angle»

Every year, Bike to Work Day – where I live – takes place at the end of June. This year, it’s this Wednesday. And every year, the local newspaper covers. . .

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Right #3 of Case Studies that Compel & Sell – Right Questions»

Have you ever tried to cook something and just didn’t have all the right ingredients? Or build something and a part was missing? You simply can’t construct something effectively without. . .

Right #2 of Case Studies that Compel & Sell – Right Time»

Measurable results are the "Holy Grail" of the customer case study. But success in capturing them is largely a matter of timing. It’s a lesson I’ve learned from firsthand experience.. . .

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Right #1 of Case Studies That Compel & Sell – Right Customer»

Following my last post introducing the 6 "Rights" of Case Studies that Compel & Sell, let’s dive deeper into right #1. In a nutshell, the customers that you choose to. . .

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6 “Rights” of Case Studies that Compel & Sell»

The question often comes up… What makes a customer case study or success story compelling to audiences? The key word in that question – to audiences. Like every marketing communications. . .

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The 3 Elements of Any Effective Customer Story»

We have all experienced the power of a story – learning a lesson as a child, being moved by the plight of a disaster victim, or listening to a grandparent. . .

Is Your ROI Relevant to Buyers?»

MEASURABLE Results They’re the Holy Grail of any case study or success story project. Prospects want to know specifically how your product or service made an impact at another organization.. . .

When a “Dated” Case Study is OK»

Rarely do I include dates in a customer story. Numbers such as dates or specific product release versions can make a story look outdated more quickly. However, if you want. . .

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April Teleclass: Writing a Compelling Customer Story»

Companies are increasingly adding case studies and success stories to their marketing mix. I’ve seen huge growth in awareness and use of them over the past decade. This form of. . .