Post Archive:
Another Idea for Getting No-Go Customers off the Fence»
It’s been 15 years since I wrote my first case study. And year after year since then, I hear the same challenge from organizations as the main reason they don’t. . .
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. . .
Dare to Give a Case Study Customer a Deadline?»
What’s the biggest unknown in any case study or success story project? The customer’s review and approval time. As we’ve said, customers can turn a story around in a day. . .
The 2 Must-Haves of the Customer-Story Waiting Game»
Sales and marketing are fast-moving functions of any business. The faster the case study is completed, the appointment made, or the press release out, the quicker you just might make. . .
Rescuing a Case Study from Certain Death»
Whew! A case study has been saved. It was close. Here’s how it went down: We created a case study that my client really needed, the first one on a. . .
When You Need that Story Approved- Yesterday»
Patience is a necessary part of the customer story process, especially when you’re waiting for a customer to approve a written draft. Today, one of my clients needed a freshly. . .
