Post Archive:
How Much Can You Edit Customer Quotes?»
In journalism, a person’s direct quote is sacred. What’s said is said, and you don’t change a word. While customer case studies have many similarities to journalism, they’re not. It’s. . .
6 Ways to Make Over Your Case Studies in 2018»
Customer case studies and success stories are still among the most in-demand items in a sales rep’s toolkit. But to influence prospects, they have to be compelling and hard-hitting. How. . .
The Small Marketer’s First Steps to a Customer Advocacy Effort»
A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? It’s an effort to go beyond one-off case studies and. . .
Story Musings from the Depths of a Bad Cold»
This past week, I was down with a cold. And while it was tough to work, and even harder to come up with new blog ideas, my radar for customer. . .
Why Companies Need to F-R-E-E Their Case Studies»
A small software company recently ran an experiment… The company, which had been requiring registration to download its customer case studies, decided to unlock those stories on their website. Site. . .
Traits of the Perfect Success-Story Interviewee»
“I could sell this for you.” That line, coming straight from the mouth of a happy customer, is music to a company’s ears. Not only is the customer satisfied with. . .
Case Studies: Start with the Story’s End»
Every day, we encounter new stories – on TV, in books, movies and magazines, and in discussions with others. Nearly all of them build toward an end result, which isn’t. . .
Nuture Leads – Feature Customers on Webinars»
This morning, a perfect example of customer case studies in action arrived in my inbox. The subject line reads: “Webinar – How IGN Entertainment Increased Self-Service Rates to Over 90%. . .
Copywriters: Homework Makes You a Better Case Study Writer»
Today’s the first day back to school where I live. Neighborhood kids are donning their new backpacks, books and shoes. Homework isn’t just for school kids. Now’s the perfect time. . .
The ‘Tell ‘Em, Tell ‘Em, Tell ‘Em’ Approach to Case Studies»
Ever heard this popular expression regarding presentations? “Tell them what you’re going to tell them. Tell them. And then tell them what you told them.” Or something along those lines.. . .
Customer Presented on Your Behalf? Do More with a Live Case Study»
This week, two PowerPoint presentations came my way. My clients’ happy customers had actually presented these decks in live case studies (either in person or on a webinar). How fantastic. . .
How to Repackage Precious Case Study Content»
Picking up from my last post commenting on Hubspot’s “27 Marketing Lessons B2B Marketers Should Know,” here’s another tip from Hubspot that ties directly with customer case studies: “Content is precious. Repackage existing. . .
Customer Success Stories Show You Solve Problems for Customers»
Last week, the Hubspot blog ran a story with lessons from the MarketingProfs B2B Forum, “27 Marketing Lessons B2B Marketers Should Know.” I picked up some fresh new tips and. . .
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. . .
Radio Interview: The Why and How of Customer Success Stories»
This week I was honored to be interviewed by Wayne Hurlbert on his Blog Business Success radio show. Now on demand, the one-hour interview covers the role of customer success stories. . .
Getting Measurable Results on the Hard-to-Measure»
In customer case studies and success stories, specific results impress. But not every product or service is easy to measure. Coaches, consultants and other service providers, for example, often provide. . .
How Case Studies Get Done – One Leg at a Time»
Ever played a carnival horse racing game? To get your mechanical horse to move forward toward the finish line, you have to roll a ball into little holes, hoping to. . .
‘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. . .
Creating Case Studies? The Math You Have to Master»
I have a confession. I’m bad at math. Writers and marketers out there, I know some of you are with me. We were the spelling bee champions, the honors English. . .
What’s Better – Customer Feedback or Vendor Success Stories?»
As buyers, we need help making decisions. There are just too many options. My last post revealed my own decision anxiety, multiplied when there are no customer reviews or success. . .
