Post Archive:
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. . .
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. . .
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. . .
What Missing from This Ad?»
Walking through the Denver airport last week, I couldn’t help but notice the cute dog on this wall ad. After admiring the dog, I realized the Xerox ad features a customer,. . .
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. . .
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. . .
3 Tips for Finding Your Next Case Study Customer»
Several times a week, an appeal for funds from a charity (or alma mater) arrives in my mailbox or inbox. The same organizations contact me over and over. It’s annoying,. . .
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. . .
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. . .
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. . .
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. . .
Customer Successes – Help Buyers Decide FASTER»
All week, I’ve been mulling over a few purchase decisions – comparing specs, prices and especially reading online reviews from other buyers that have gone before me. Not the impulsive. . .
Customer Stories…Make a Tractor Interesting?»
Most of us – for better or worse – have had a fast-food hamburger. It usually arrives in paper, often drippy and with an already soggy bun. The burger gets the job done,. . .
THIS is How to Organize Case Studies Online»
In sales and marketing, it’s the ultimate question. How do you get the right information in front of a prospect at the right time? It’s especially tricky now that customers. . .
Writers: How to Referee Style Rules»
During the NFL playoffs, referees’ calls can ultimately decide a win or loss. Their job is to know the rules and make sure that players follow them. But sometimes their. . .
In a Visual Industry? Tell a Visual Case Study»
We tell stories with words. But also with pictures. In fact, depending on your industry, images can be just as important as the narrative. If you’re a graphic designer, or. . .
