«Return to Blog List 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 you decide on length?
Audience is key. The company is targeting executive-level decision-makers who just want the big picture, an overview of the relationship the telecom provider has with its customers. They want to communicate one overriding message – that they are partnering together with customers to make customers’ goals a reality. So, the customer stories very broadly show an overview of the relationship, more than the details of the technology solution.
This seems to be the general rule – less is more in case studies for executives. Meanwhile, day-to-day users prefer more information.
I’m curious, has anyone found exceptions to this?
That pretty much squares with my experience; the higher up the food chain you go, the shorter the piece.
Execs seem far more willing to tumble for a good story or metaphor than technical types, who want data, and they want it now.
Keep up the good work!
Thanks for your comment and input about what you’re seeing out there. Sometimes you have to educate organizations about the need to stay brief. Everyone wants to throw in every piece of info they have.