Post Archive: Writing Customer Stories

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What Works in Customer Stories: About Face on the “About Section”»

How often do you read the "About" section of a marketing piece – a brochure, press release or case study? Probably not very often. There are times when an "About". . .

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Lessons from a Bad Case Study – #3 Ignoring the Audience»

How often do you see an email, piece of snail mail or ad that has nothing to do with you whatsoever? Every day, or maybe all day, every day, right?. . .

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Lessons from a Bad Case Study – Making the Customer Look Bad»

Last week, we talked about how too much narrative derails a case study. That same bad case study also commits another serious offense – making the customer look bad. Sure,. . .

Lessons from a Bad Case Study – Too Much Narrative»

Ugh. I just came across a bad case study. On this day before Valentine’s Day, I would rather be sharing the love, but this case study provides too many learning. . .

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The Success Story as Your “For Example”»

In conversation, most of us seem really good about giving examples. When you’re trying to make a point about something, you might throw in a “For example…” In sales and. . .

Googling Your Way to Better Customer Stories»

I recently realized that I use Google on just about every case study or success story I write. The search engine becomes my “man behind the curtain,” providing an answer. . .

When in Doubt, Look it Up»

A few years back I worked with another writer on a series of customer success stories. It became apparent that she didn’t know the difference between the business terms “revenue”. . .

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Breaking Down a Case Study: USA.NET»

When you read magazines or newspapers, you’re naturally drawn to the stories with an attractive design and engaging writing. Customer stories are no different. In case studies and success stories,. . .

Customer Stories – The Essential Sidebar»

Nearly everything today is written for skimmers, and customer stories are no different. Some readers will read the whole case study or success story while others will look to headlines,. . .

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Recording Interviews: My Setup»

Chances are, most of your customer interviews are by phone. For me, it’s 99% of all interviews for case studies and success stories. I occasionally get questions about how I. . .

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The Multi-Anecodote Case Study»

Prospects today want to know that people or organizations just like them are solving similar challenges with your products and services. You need example stories in your back pocket for. . .

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Where Does Trash Talkin’ Get You?»

There’s a lot of talk about trash-talk at this year’s Olympics. The French swimming relay team trash-talked before the big race against the U.S., and an American pole vaulter did. . .

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Editorial Style – What’s Yours?»

In the customer case study process, at least 3 people are involved in writing/editing – me, my client and my client’s featured customer. Often, it’s more than that. Sometimes, we. . .

Naming Competitors – Dirty Practice or Strategic Move?»

I’m working on a success story right now where the featured customer switched from a competing product to my client’s software. This began a discussion within the company whether to. . .

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Is the Right Story in Your Back Pocket?»

One of my clients, a workforce software company, is going after a niche market – security firms. They have one really solid customer case study for that vertical market, but. . .

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These are a few of my favorite leads…»

The typical ghost story begins, "It was a dark and stormy night…" While it’s now become cliche, it’s a good lead sentence because you want to know more. The scene. . .

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This Headline Could be Better»

Titles and headlines can make or break a marketing piece. It’s the first thing a reader sees on a customer success story. Admittedly, it’s something I could use help with.. . .

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A Tribute to the PPD»

I have to admit I’m impressed. A client provided a detailed PPD – Product Positioning Document – for a project. I rarely see such organized documentation. The PPD doesn’t get. . .

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When a One-Page Success Story is Plenty»

Right now I’m creating a series of success stories for a telecom company. In discussions with them, it made sense to keep them to one page each. So how do. . .

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How Do You End a Case Study?»

I’m back after a refreshing little break and am ready to talk customer stories! Recently, I’ve been thinking about the ways that you can “end” a customer story. There’s no. . .