Stories that Sell

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The Small Marketer’s First Steps to a Customer Advocacy Effort

Stories that Sell

Why Your Business Needs an Advocacy Program. Advocates are two to three times more effective than non-advocates in persuading people to make a purchase, and that’s good news for your business. How Advocates Engage with Your Business. A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? Impressive.

The Small, Big-Impact Piece Missing from Case Studies

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wrote about a local business and went on to write about many more. Twenty-six years later, I still write about businesses, now as a case study copywriter. At age 16, I walked into my small town's local newspaper and asked if I could write for them. The owner had no staff writers, and she agreed to turn me loose on a story. Daily writing is only part of improving as a writer. AWAI).

The Risk of Stripping Down Customer Case Studies

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Business people are no different. But what about in the business world? Will busy business people - on a mission to solve their challenges - read marketing content if it''s more than a page? In my household, we''re having a newspaper war. At least once a week, a kerfuffle breaks out over a particularly engaging article in one of the publications we regularly consume.

Another Idea for Getting No-Go Customers off the Fence

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With nearly anything – and especially with harried business people – it's still about WIIFM (what's in it for me?). 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 create more case studies. "We can't get customers to agree to do them!". WIIFM. Donate to Their Charity of Choice.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Do Buyers Still Read Case Studies?

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It goes on to say. "Small business buyers show a slight preference for one-page summaries when compared with mid-market and enterprise respondents, but even they prefer traditional written case studies over other formats." That''s good news for companies because high-quality video case studies can be expensive and usually require more logistics to pull off. Eccolo also revealed.

7 Companies Boldly Leading with Customer Stories

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You’re not the only business facing this challenge. I’m sorry to tell you this, but your marketing has a credibility problem. Potential customers distrust nearly all marketing. When promoting ourselves, we usually make a lot of promises, and prospects don’t know whether we’re living up to those promises. For that, they need objective, outside opinions. Microsoft. Avaya. Adobe. Atlassian.

Are You Prematurely Aging Your Case Studies?

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During a workshop I attended in LA last spring on oral storytelling, we discussed the elements that signal the beginning of a story. story sets us in a time, a place and with a subject. •    “It was Christmas 2012 and we were sitting at the dinner table when all of sudden…”. •    "Wright Mechanics deployed SuperSolution in the spring of 2014.".

Supercharge Your Sales Conversations with Story

Stories that Sell

We hear a lot these days about the importance of storytelling in business – especially for sales people. ” Many sales people, business owners and fundraisers want to start using stories more effectively in their sales efforts, but are a little unsure how to begin. It’s too powerful a communication style to ignore in business, too. First, Ask Instead of Tell.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Customer Case Studies: More Effective, Loss Costly

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Response : Third-party white papers, business/thought leadership white papers and customer videos were overwhelmingly described as being most costly to create. Response : Case studies came in second among the answers, with business/thought leadership white papers first. Time and again, I've posted on the effectiveness of customer case studies. Conclusion.

Customer Videos 101: How to Score a Killer Sound Bite

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Why would you recommend this widget to another business? 2. After all, this is business, not a Ken Burns documentary.) This point is critical especially while interviewing techies, business execs, or anyone who looks stiff on camera! People seem SO articulate on television, right? News flash: We’re not including Honey Boo Boo here.) Not to mention patience. Excited?

The Ugly Duckling of Case Studies – The “Not-for-Public-Use” Story

Stories that Sell

This single case study, shared just within a large, global company, will likely result in my client earning more business from other divisions of its existing customer. In these instances, the cases are used to get more business with the same company. I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Here''s how. How about you?

How Customer Case Studies Drive Traffic to Company Sites

Stories that Sell

In the course of a conversation on LinkedIn, the company''s social media manager might point a dentist, for example, to a gallery of visual examples of other postcard campaigns or to a video and/or written case study showing how another dentist brought in new business with postcard marketing. After all that work, how do you use the heck out of a case study to engage prospects and customers?

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

Put on your “Busy Work Binoculars” and be honest, what things do you do or commit to that grind the clock rather than spitting out a public or private customer reference to help the company grow (IFDH - INSERT FAVORITE DELIVERABLE HERE)? Normal. 0. false. false. false. EN-US. guest post by Jamie Diamond. STOP DROP and ELIMINATE. Yes, I said stop, which is the opposite of doing.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Want to Write Case Studies? How Technical Do You Need to Be?

Stories that Sell

Before I started writing about technology as a business reporter, I had zero technical background. There''s a load of organizations that need to tell their stories through the examples of their happy customers: business-to-business (B2B) companies, business-to-consumer (B2C) organizations, nonprofits and more. By Casey Hibbard. And if so, how technical?

Zahmoo: The Online Story Bank

Stories that Sell

In an organization, a single, powerful story can help land new business, get PR, win awards, train new sales reps, and reinforce the company's vision among all employees. Yet so many stories go unrecorded - and lost as people leave the company. You need a process for capturing them, and a place to do so. It lets you. Collect stories from folks throughout your organization in one place.

The #1 Question to Ask Before Starting Any Case Study

Stories that Sell

Going into projects, I want to understand. 1 - The client's business. A customer story can't just be interesting or results-oriented. It also needs to sell. Even more critically, it needs to influence the intended audience. What do they do, for whom and how? How are they different from the competition? 2- The goals for their case studies. What are they trying to accomplish?

8 Traits of Sales-Win Stories

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Share: Uncategorized business storytelling sales win storiesSavvy sales teams share customer success stories to move prospects further toward a purchase decision. But customer case studies aren't the only type of story that can help a rep close a sale. Many companies create sales-win success stories to document what was behind a particular sale. Who did sales reps talk to? Capture it fast!

Why Some Buyers Don’t Look at Case Studies

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Then why is it so rampant in business-to-business marketing? Locked. Let''s suppose, for a moment, that you''re in the market for a new car. You probably don''t just get up in the morning, head to a dealership, drive one and buy. Before that, you might spend months - or even years - thinking about what type of car you would like. You look at other cars on the road, you notice car ads, talk with friends, and you go online to learn more about specific makes and models. Then you head to the automaker''s website and notice they have a link for customer success stories. 10 fields!

How HP Case Studies Cater to Readers and Skimmers

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Instead it highlights the objective, approach, IT improvements and business benefits in a sidebar section. Over and over, we hear that most buyers don't really read marketing copy, but rather skim it. So how does that affect the way you present customer stories? First, that may not always be true. Some skim while others want to read more. On a web summary, do the same.

The Resume is Dead: The (Story) Bio is King

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Especially, when you’re in business for yourself, or in the business of relationships. It gets further complicated when you’re in the midst of a career or business reinvention. By Michael Margolis. Gone are the days of “Just the facts, M’am.” Instead we’re all trying to suss each other out in the relationship economy. Do I share something in common with you? How can I help you?

Case Studies: When Measurable Results AREN’T Necessary

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bank advertising with one of the country's local city Business Journals got a big new client from an ad. "Chris Strouth tweeted "sh*t, I need a kidney" then got one." Whoa, what? That's the headline on one of Twitter's new success stories , one of many about how the social media site has made a difference for people.

4 Tips for More Seductive Customer Stories

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know, customers are busy and often ask you to put something together for them to approve. (This week, we lost a treasured filmmaker, Nora Ephron. This post is a tribute to her.). If you've seen Ephron's classic '80s comedy, When Harry Met Sally , you know the most famous scene. Friends Sally (Meg Ryan) and Harry (Billy Crystal) are talking over sandwiches in a deli.

Chasebuzz Site Features 2000+ ICT Success Stories

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recently discovered Chasebuzz.com, a new business venture by software developer Serengeti. What if buyers had just one place where they could find customer success stories across multiple vendors? No more visiting 5-10 different vendor sites, some of which might require they fill out a form first. For ICT (information and communications technology) buyers, it's now possible.

How to Cue Up Hard-Hitting Customer Quotes

Stories that Sell

Ideally, you want to quote someone in a business role/title similar to the audience for your case study so the reader automatically feels peer-to-peer respect. There are times when, magically, customer quotes are exactly what you dreamed they would be. Then there are all those other times, when the quotes are not the exact fodder you wanted for the perfect story that’s in your head.

Eek, My Own Process Broke Down!

Stories that Sell

And later, it was impossible to get those busy customer contacts on the phone for follow up. For each story, gather any background about the featured customer, so you're armed as much as possible going into interviews. 4 - Know the Featured Customer's Business. Study the featured customer's website to understand their business. So whatever your role in customer stories - whether you're a marketer, small business or writer - don't underestimate the value of these steps in creating stories that aren't just well done, but actually drive your sales and marketing goals.

Customer Case Studies: Are We Just Being Lazy?

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The story began with just some dull facts about the business traveler's company, NOT the person whose photo was prominently displayed. I'm bored. I've read one too many customer case studies that just don't try hard enough. The latest offender: a feature on a frequent flyer in an airline inflight magazine that will remain nameless. The back story. It's easy to be lazy. certainly know.

“Stories That Sell” B-Day – 2-Day Sale

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If you're a writer, marketer or business owner interested in the marketing power of customer success stories and case studies, here's a great chance to learn more and refine your skills. Happy 2012! What's the Deal? ” These two days - January 5-6 - download a free class and get half off everything in the "Stories That Sell" store. The FREE Course. The Big Sale.

Why Companies Need to F-R-E-E Their Case Studies

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Increasingly, people are mixing their business and personal into a single stream on Twitter and Facebook , and customer stories are of high interest. 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. The results were pretty shocking.

6 Steps to a Strategic Shortlist of Featured Customers

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How do we decide which ones to feature in case studies?" When it comes to customer case studies – and business in general – too many happy customers is a great problem to have. business unit manager? level people respect other C-level people, and likewise for business unit managers or front-line users. "We have tons of happy customers. Small, midsize, large?

Customer Stories in Action: Clarity.fm

Stories that Sell

immediately began thinking of business questions I have and friends I can tell about the site. I''m always on the lookout for new examples of customer case studies, and last week, the site Clarity came into focus. Clarity is a simple and super cool site where businesspeople can request phone calls with experts to get answers and advice. See an example of a full story here. How about you?

Customer Case Studies: Above All, It’s a Conversation

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Filled with questions for an executive who was purported to be “very busy” (and what executive isn't?), who wouldn’t be able to spare a moment longer than the allotted hour, and so forth and so on. And this “very busy” executive was gracious and generous with his time and information. By Martha Maroney, Principal, Trimar Communications.

The 3 Can’t-Miss Pieces of Any Consulting Case Study

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If a business is evaluating one consultant over another, strong specific results will inevitably tip the buyer toward that consultant versus one without strong results. In the classic movie, The Wizard of Oz , Dorothy and the group finally arrive at Oz only to learn that the great Wizard is only a man running controls behind a curtain. It’s not any sort of magic afterall. Approach.

How, When and Where Buyers Want Case Studies

Stories that Sell

Similar trends in your business? When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales process. Yet, Eccolo Media is about as close as anyone gets. For the past three years, the organization has spearheaded a B2B Technology Collateral Survey , basically asking buyers of B2B technology what marketing materials they consume during the decision-making process. It’s just really good stuff! Clearly, they want detailed stories. The rest download/print them to read.

Dear Vendor: You’re Not Helping Me Buy from You

Stories that Sell

vendor-produced customer case study gives a business the unique chance to showcase a customer’s positive experience – and answer the most common questions that potential customers have. This is how a business competes on something other than price. Every business needs customer case studies, but I know they compete with other budget dollars. Yet, we’re barely moving forward.

Being a Successful Freelancer: 25 Things I Learned the Hard Way

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Even when business is good. Regular contact gets business. People get busy, go on vacation, or other priorities come up. Don’t be scared by clients with technical subject matter, especially if the end audience is business decision-makers. Normal. 0. false. false. false. EN-US. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal">.

An On-Ramp to Writing Better Case Studies

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What are the main business benefits that users can expect? 5. Have you ever tried to drive in an unfamiliar place - especially at night - and just couldn't get your bearings? Even if you have a map or trusty smart phone, you can still get lost in new territory. Pull over, stop and take the time to study the map more thoroughly. How do you make sure you're headed in the right direction?

The “Leave-Behind” Doc for Asking Customers for Case Studies

Stories that Sell

Business and personal success largely depends on leveraging those relationships, and it's no different when we ask customers to participate in customer success stories and case studies. Throughout our lives, we rely on relationships to help us get where we want to go. In most cases, that's a sales or account rep who knows the customer well. The "Leave-Behind" Doc. What's involved?