Stories that Sell

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

Stories that Sell

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 reference calls to engage with customers who are willing to serve as advocates for your products and services in a variety of ways. Impressive. Why Your Business Needs an Advocacy Program. How Advocates Engage with Your Business.

FAQ 47

The Risk of Stripping Down Customer Case Studies

Stories that Sell

We''re fighting over who had it last and where that person left it. 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. We''re not debating the content of the article. With a 3-year-old sharing the house with us, it''s rare to finish a feature story in one sitting.

Another Idea for Getting No-Go Customers off the Fence

Stories that Sell

Maybe the person who chose the vendor and led the successful project internally wants to showcase his or her professional accomplishments. Not every person he contacts says yes, but it does contribute to a pretty high rate of success in getting win-loss interviews. It’s been 15 years since I wrote my first case study. The truth is, you have to sell the idea to the customer. WIIFM.

Supercharge Your Sales Conversations with Story

Stories that Sell

But if you’re a sales person, you may still be wondering how exactly you’ll weave stories into your next face-to-face sales call. The marketing team has provided you several written case studies of client success stories, and your sales boss has asked you to “throw in a few personal anecdotes, too.” A guest post by Andrew Nemiccolo. First, Ask Instead of Tell.

Staffing and Launching Your Content Marketing Program

The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.

You Look Good When Your Customer Looks Good

Stories that Sell

These are personality-type choices, individual preferences. A guest post by Val Stephen. Many things can motivate a customer to be a reference for your company. "Free PR" is just the beginning. Normal. 0. false. false. false. EN-US. We all know we need to understand the kinds of reference activities a customer likes to do. Use it to your advantage.


Survey Says…Customer’s Voice Most Effective Content Marketing Tactic

Stories that Sell

Not surprisingly, content that conveys the customer''s voice won out over every other form on the survey, including in-person events, online articles, videos, white papers, demos and webinars. I''ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers. It makes sense. Check out the full survey here.

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

As soon as your brain processes the fact that you’ve been ignored or stood-up, dial the person’s phone number and talk to them. Normal. 0. false. false. false. EN-US. guest post by Jamie Diamond. Do you lead an intergalactic customer reference program for a Fortune 500 company, or maybe you’re the one-stop-shop, all things customer reference at a start-up? Still nothing.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

Buyers get case studies from web sites - Web sites are the most common place to get case studies, with personal contact and direct response following next. We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Of course, I want to know, what's going on with customer case studies? Again, this year's just-released report didn't disappoint.

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.

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

Stories that Sell

Trust comes from personal disclosure. The personal branding industry has only muddied the waters. Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Michael Margolis. Gone are the days of “Just the facts, M’am.”

Zahmoo: The Online Story Bank

Stories that Sell

Oh, there's also a less-expensive family version for your personal stories. 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.

Happy Customers Tell Their Stories – Live and In Person

Stories that Sell

As you've heard here before, a customer's story can be used for much more than just collateral or for website content. Live presentations are one of the hottest ways to showcase customer stories - and all the more powerful when the happy customer does the presenting. What better way for a company to get an endorsement from a reliable source, in front of a roomful of potential customers?

4 Tips for More Seductive Customer Stories

Stories that Sell

Customer quotes should ooze with that love – and the customer’s personality. If you’re dating, you’re told to keep the other person talking about themselves. (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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

How to Cue Up Hard-Hitting Customer Quotes

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The rest depends on the person you’re interviewing. If the CIO is your target audience, quote the CIO or similar executive-level person from your customer company. Always quote the highest-level person you can. To a certain extent, the personality of the person you interview drives the content of the comments. Interview the right people. Don''t over-edit.

Can You Doctor Customers’ Quotes?

Stories that Sell

In journalism, a person's direct quote is sacred. What's said is said, and any journalist with integrity doesn't change a word. While customer case studies have many similarities to journalism, they're not. It's marketing. And customers have the chance to review and approve their stories and direct quotes. That single fact alone is why it's OK to change quotes, but not TOO much.

Customer Quotes That Compel and Sell in Case Studies

Stories that Sell

If there are multiple decision-makers, you can quote more than one person from the customer organization. In a customer story, quotes are the very voice of the customer, your sound bites. Without them, a story can feel flat. Studies have even shown that people who skim tend to read text that's called out in quotes more than the rest of a story. How do you use quotes for maximum impact? Here are a few tips: Get in Three 'Marquee' Quotes. Here's your chance to get in some emotion related to the customer's challenge. Add More for Emphasis. Don't Over- or Under-Quote. Who to Quote.

Customer Case Studies: Are We Just Being Lazy?

Stories that Sell

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.

Content Strategy for Marketing

personality through voice or tone. such as personalization. Content. Strategy for. Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. right content in the right place at the right time. Content as an afterthought or. even as a one-time campaign no longer works. Today, marketing is digital, so. Content to.

Quiz: Is it a Case Study or a White Paper?

Stories that Sell

The primary focus is one customer's experience with a product, service, solution or person. 3. Focuses on one customer's experience with a product, service, solution or person. Every couple of weeks it seems, I see someone confuse customer case studies and white papers. People frequently call case studies "white papers," and vice versa - even marketing folks. Don't cheat! 1.

Customer Stories in Action:

Stories that Sell

But photos are an especially nice touch when you''re focused on the person as the customer versus a company as the customer. (It would be interesting to know if Clarity hired pros to capture all of its customers.). I''m always on the lookout for new examples of customer case studies, and last week, the site Clarity came into focus. See an example of a full story here. They might want to add.

Eek, My Own Process Broke Down!

Stories that Sell

It was an awesome coincidence and opportunity to interview them in person. In the customer story process, you can't miss any bases on your way to home plate. After 11 years of working on customer stories, I've become set in my ways. And with good reason. I've refined my step-by-step process for creating case studies and success stories and usually stick to it religiously. One step happens before the next, and if not, the story might suffer. I've blogged about my process, featured it in my book, and preach and teach it to other writers. shouldn't have been surprised. The Story.

6 Steps to a Strategic Shortlist of Featured Customers

Stories that Sell

Get that person's buy-in or don’t start your case study project. One person may have made the decision to buy the solution and another uses it day in, day out. "We have tons of happy customers. After all, having satisfied customers is the first and most important ingredient for creating strong case studies. But how do you decide which customers to feature? Time it right.

Content Marketing Playbook: Strategy and Roadmap

person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. years prior.

How to Cut Case Study Approval Times by 75%

Stories that Sell

Often, a higher-level manager, or legal or PR person within the company, must give the green light to participate. Instead, it’s more likely to go to a manager or PR person, the latter of which really wants to say yes to positive PR for the organization. When it comes to customer case studies, there is a worst-case scenario. Then, slam. Case study approval can take weeks, or months.

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

Stories that Sell

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.

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

Stories that Sell

Don’t take lack of response personally. Be a partner, not a sales person. Normal. 0. false. false. false. EN-US. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal"> “If it was easy, everyone would do it.” ” mso-add-space:auto;line-height:normal">. It’s absolutely true for freelancing.

How, When and Where Buyers Want Case Studies

Stories that Sell

They share case studies with colleagues – Eighty-seven percent share customer stories with at least 1 other person, with some sharing them with up to five or more. 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. At the risk of throwing a bunch of stats at you, I’m providing highlights of the customer story related parts of the survey here. It’s just really good stuff! Pretty impressive, huh?

Content Methodology: A Best Practices Report

stories per person • Total attention time • Total people • Total social actions • Avg. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.

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?

Traits of the Perfect Success-Story Interviewee

Stories that Sell

Spend maybe 15 minutes talking to a potential case study candidate to scope out the customer’s story – and the contact’s personality – before deciding whether to feature the customer in a full story. Look for personalities, not just strong stories. 4. Not only is the customer satisfied with the solution, but the customer has become a true evangelist.

The ‘Tell ‘Em, Tell ‘Em, Tell ‘Em’ Approach to Case Studies

Stories that Sell

Personally, I love ending a case study with a quote that’s the equivalent of a big bow around the whole story – something that truly encapsulates the customer’s experience. 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

Stories that Sell

My clients’ happy customers had actually presented these decks in live case studies (either in person or on a webinar). Personally, I always have more questions, usually lots more, when I receive a PowerPoint. This week, two PowerPoint presentations came my way. How fantastic is that – a customer willing to talk to an audience about success with your products and services?

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Today’s Prospects Evaluate You on These 4 Criteria

Stories that Sell

iNvaluable : In a world of copycat products and services, the value you personally bring to the relationship becomes essential. Sales isn’t what it used to be. Prospects are more overwhelmed than ever before. They’re pulled in a dozen different directions at any time, challenging them to actually get anything done. even interviewed her for my book, Stories That Sell.