Post Archive:
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. . .
Will Customers Nominate Themselves as Stories?»
If asked, will customers submit themselves as possible case study or success story candidates? From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share. . .
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. . .
Case Study Interviewing – Team up for One Power Interview»
If you’re making full use of a customer’s success story, you’re telling that story in multiple places – case studies, success stories, press releases, videos, webinars, white papers, and more.. . .
Top 4 Reasons Case Studies Backfire – and How to Avoid Them»
Today I’m pleased to bring you a guest post by Stephanie Tilton, the principal of Ten Ton Marketing (www.tentonmarketing.com), and founding member of and regular contributor to the Savvy B2B. . .
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 Numbers such as dates or specific product release versions can make a story look outdated more quickly.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. . .
Interview on Trends and Uses of Customer Stories»
Britton Manasco interviewed me for his blog, Illuminating the Future, on trends in and uses of customer stories. His thought-provoking questions delved deep into customer storytelling today. New LinkedIn Group. . .
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. . .
How IT Pros Search Online During the Purchase Process»
Ever wonder how buyers are researching solutions such as yours? Google and TechTarget published the findings of their research project, How IT Pros Search Online During the Purchase Process, which. . .
Stories, Inspiring Focus in a Complex World»
After coming back from the holiday break, I’m more aware than ever how complicated life has become. I’ve got four email accounts to log into, and an encrypted file that. . .
