Stories that Sell

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5 Tips for Tweeting Your Customer Case Studies

Stories that Sell

In the examples above, these companies have used hashtags such as #Quakes (the featured customer), #SAFe (product name), #veterans (intended audience) and #MSIgnite (an event). In spreading the word about new content, marketers clearly see the value of social media.

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

Stories that Sell

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. And they do even more: they willingly promote your products to others.

FAQ 58

The Risk of Stripping Down Customer Case Studies

Stories that Sell

If someone is going to spend hundreds of thousands or millions of dollars on buying a product or service, then they assuredly need plenty of information to support the decision. The same goes for buyers of B2B products and services, as well as consumer purchases.

Another Idea for Getting No-Go Customers off the Fence

Stories that Sell

Essentially, he uncovers why an organization chose – or didn't choose – to buy a product or service. 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

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

7 Companies Boldly Leading with Customer Stories

Stories that Sell

That’s why prospects considering your products and services need to hear the stories of your happiest customers. And way more engaging than some boilerplate product description. I’m sorry to tell you this, but your marketing has a credibility problem.

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

Stories that Sell

The survey also noted that 82 percent of marketers plan to increase their content production in the next year. I''ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers.

Customer Videos 101: How to Score a Killer Sound Bite

Stories that Sell

” The “reality” of reality television is this - capturing killer bites that promote your product, solution, or service TAKES WORK. For example, if you need a strong bite promoting a particular product, ask the customer to repeat a few words and then “fill in the blank.”

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

Stories that Sell

However, I''ve also created cases for clients over the years so that their customers can demonstrate to upper management the reason to KEEP funding a product or service. I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

Product brochures/data sheets. "Purchasers expect you to offer collateral that provides information they can use — not just information about particular products. We all work hard to create attractive content. But just how useful is it in actually influencing buyers?

Calling ALL Customer Reference Programs – Become Relentlessly Efficient

Stories that Sell

Just make sure you pitch the boss on why you’ll be more productive and increase results. It’s amazing what level of productivity fireworks occur when your voices meet instead of someone easily shuffling/ignoring your email into the cyber circular file. Normal. false. false.

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

Stories that Sell

As software, it is a technology product, but the audience doesn''t really want to know about the technology. I needed to understand some product and industry lingo, but that was pretty simple. By Casey Hibbard.

8 Traits of Sales-Win Stories

Stories that Sell

Create a rich database of sales win stories to help train new reps and keep current reps sharp and productive. Savvy sales teams share customer success stories to move prospects further toward a purchase decision.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

The 4 Elements of a Technology Customer Case Study

Stories that Sell

It's no wonder that customer case studies are a staple in marketing and selling technology products and services. Technology decision-makers need to know what it takes to use and maintain the product once it's in place.

Happy Customers Tell Their Stories – Live and In Person

Stories that Sell

Keep the focus on the customer's success, not your product/service – Know that a presentation is not intended to be a stand-alone customer case study just about the vendor’s solutions.

Kronos Spotlights Dozens of Customers through Expanded Reference Program

Stories that Sell

By exploring the customer's story, Kronos knows if the customer fits a current gap in the reference program regarding industry, product usage or company size.

Can You Doctor Customers’ Quotes?

Stories that Sell

" You might add a detail or two to be more specific, or a product or company name if the customer just said "they" or "it." In journalism, a person's direct quote is sacred. What's said is said, and any journalist with integrity doesn't change a word.

Customer Quotes That Compel and Sell in Case Studies

Stories that Sell

For example, quote several people that were involved in the decision and usage of the product. 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.

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. This educates readers about how a product/service/other solution looks in action. Focuses on one customer's experience with a product, service, solution or person.

How to Cue Up Hard-Hitting Customer Quotes

Stories that Sell

• You can add the vendor''s product/company name. They should also have the vendor''s name or product name in there so that the audience knows what the quote is referring to. There are times when, magically, customer quotes are exactly what you dreamed they would be.

Eek, My Own Process Broke Down!

Stories that Sell

Study the featured products and services to truly understand how they work and benefit customers. 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.

Chase Those Customer Stories – Before Treasured Contacts Leave!

Stories that Sell

Knowledge and experience about working with your products and services resides with people, and when those people leave, so too goes the information. What a difference a couple of months makes. Earlier this summer, I was talking with a friend/associate about customer stories.

How to Cut Case Study Approval Times by 75%

Stories that Sell

You can spend a healthy sum and 1-2 days’ worth of work crafting a beautiful tale of a customer’s positive experience with a product or service. When it comes to customer case studies, there is a worst-case scenario.

Are You Leaving the Icing off Customer Case Studies?

Stories that Sell

During and after delivery and deployment of your products and services, maintain close ties to the customer. By some cruel twist of fate, I have a restricted diet. No dairy for me, and right now, no wheat.

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

Stories that Sell

You’re featuring a customer’s success with your products and services. They fall more into the realm of content to give away, as you would product datasheets and brochures.

6 Steps to a Strategic Shortlist of Featured Customers

Stories that Sell

Choose the products and services you need customer stories for. Perhaps a competitor is introducing a product and you want to show your edge. Or maybe you have a product or service with a number of new capabilities not represented in current case studies.

The Triathlon of Freelance Writing

Stories that Sell

Worse, they were each for different clients with totally different products/services: 8:00 Talking to a water meter equipment company about its help desk software. My husband does triathlons for fun - small, medium and the biggest of them all, the Ironman.

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

Stories that Sell

Some case studies are commissioned by a team of people, and everyone wants the story to include details on his or her part of a product. By Martha Maroney, Principal, Trimar Communications.

How to Showcase Customer Stories – in Context – on Your Web Site

Stories that Sell

" To get them into the "conversation" on your website, ensure customer stories and case studies are connected directly with talk of your products, services or solutions.

Getting Measurable Results on the Hard-to-Measure

Stories that Sell

But not every product or service is easy to measure. Instead of nebulous discussion about improved productivity, the survey showed exactly where and how much of a leap the customer made. In customer case studies and success stories, specific results impress.

How to Repackage Precious Case Study Content

Stories that Sell

Try submitting a story about your new product and see how that goes. Then try submitting a story about how a specific customer has succeeded with your product, and it changes things. Just make sure it focuses on best practices and approaches without heavily talking up your product or service. When you announce news, such as a new product offering, pull an anecdote into your press release that ties the news to a customer’s success.

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

Stories that Sell

2. Follow the story format – Keep interview questions simple and follow the standard format of covering the challenge (what the customer was trying to solve), solution (how YOU solved it), and results (the positive outcomes of working with the product, service or company).

When Customers Won’t Give Up Measurable Results for Case Studies

Stories that Sell

Look at other indicators of progress such as releasing new products, opening new locations, moving into new markets or winning awards. The proof is in the numbers. If you ask companies what’s most important in their customer case studies, 9 out of 10 would likely say measurable results.

An On-Ramp to Writing Better Case Studies

Stories that Sell

Here’s the step-by-step on how to study a new client’s products and services: 1. Study any relevant product datasheets, brochures, press releases, white papers, existing case studies, demos, videos and any other materials. What do the products, services or solutions do?

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

Stories that Sell

They can’t expect you to be a subject matter expert on their products and services but you can learn quickly. If a product like a cell phone or computer is a lot less than another one, don’t you wonder why? Normal. false. false. false. EN-US. X-NONE. X-NONE.

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

Stories that Sell

By providing the sales or account rep with the right information, you can equip them to persuasively approach the customer, just as if they were selling a product or service. Throughout our lives, we rely on relationships to help us get where we want to go.

Avoid ‘The Kiss of Death’ When Asking for Your Next Testimonial

Stories that Sell

YOU will have final approval of the finished product before anyone else sees it. They are selected as an “exceptional client” who uses your products or services “to better serve their clients.” By Bill Metcalf.