Stories that Sell

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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. Customer (or brand) advocates are five times more valuable than average customers because they spend more on your products. And they do even more: they willingly promote your products to others.

FAQ 47

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. Keep it about the customer''s journey and not filled with product description, which buyers can find in many other places.

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 can't get customers to agree to do them!". The truth is, you have to sell the idea to the customer.

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. As I rummaged around online for examples such as these (and had fun doing it), I found that nearly every site kicks off with marketing language and information about its products or vision. Microsoft.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

post-production. Amy Lintern, Marketing Manager, AIS Optiv Schneider Electric “We can clearly see that the products, services and solutions we have fully. impact on the day-to-day productivity of. Stop Killing Your Content: 3 Reasons Your Content Falls Flat. Content has proven to be a highly effective driver of revenue, both directly and indirectly. and value. Let’s start.

Do Buyers Still Read Case Studies?

Stories that Sell

White papers again took the lead this year, followed by product brochures/data sheets. White papers and case studies even beat the old product brochure/data sheet! The written case study still reigns. realize that I’m not the most unbiased authority on the supremacy of the written customer case study. earn my living writing case studies and teach other writers to do the same.

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. It makes sense. Check out the full survey here. How about you? Are you planning more content in the coming year?

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. Take the story of the Ugly Duckling, a tale released by Hans Christian Andersen in 1843. Here''s how. How about you?

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. ’d love to hear how you use it to be efficient and productive. (F for favorite, S for suspect). Normal. 0.

Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

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. needed to understand some product and industry lingo, but that was pretty simple. 2. It''s a technology product and the audience is technical, or it’s made up of business decision-makers AND technical people. By Casey Hibbard. And if so, how technical?

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

Product brochures/data sheets. Eccolo concludes. "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? Of course, I want to know, what's going on with customer case studies? Podcasts. Video.

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. Often, the technology must integrate with existing products or applications in the customer’s environment. Decision-makers have to know the details.

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. But customer case studies aren't the only type of story that can help a rep close a sale. Who did sales reps talk to? How long was the sales cycle? What approaches did they use?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I.

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. So I have to find alternatives, and often those alternatives are lesser-than versions of favorite meals. I can have a hamburger, but only without the cheese and bun.

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. Fortunately, you do, in fact, have some control over the quotes you collect from customers. Don''t over-edit.

Can You Doctor Customers’ Quotes?

Stories that Sell

Remove the "ums" and "ahs." 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." I also merge non-consecutive sentences , something said earlier in the interview and something said later. In journalism, a person's direct quote is sacred. It's marketing. There's what the customer said.

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. 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. Keep it Concise.

Content Strategy for Marketing

pushing products through mass media has been upended, as consumers, empowered by information, are demanding. or changed your product content or planned. extending them to other products, brands, channels, and teams. to other brands, channels, products, teams, or areas of the. Content Strategy Mini Content Strategy for Brand or Product Mini Content Strategy. goals.

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. It was a productive collaboration that resulted in a presentation that pleased – and provided positive exposure for – both sides. 3. Here’s how this might play out.

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. The book Stories that Sell , and a recent blog post here , lauded Kronos Incorporated for its Best Practices Awards Program, an annual program to recognize customers that achieve value and success with Kronos solutions.

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. 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. Educates readers about how a product/service/other solution looks in action. Why the confusion? Don't cheat! 1.

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. When I caught back up with my friend a couple of months later, the story was dead, a no-go. What happened?

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

The Triathlon of Freelance Writing

Stories that Sell

My husband does triathlons for fun - small, medium and the biggest of them all, the Ironman. It takes months of training and lots of planning and organization for race day. "Where do I stash my energy gels on the run? Do I need a clean pair of socks before the run? And I can''t forget my nipple Band-Aids?!" I, on the other hand, do not race triathlons. Take last week for instance.

Eek, My Own Process Broke Down!

Stories that Sell

Study the featured products and services to truly understand how they work and benefit customers. 2 - Know the Key Messages. 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.

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. "We have tons of happy customers. But how do you decide which customers to feature? Small, midsize, large? An executive?

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. Of the various projects I’ve tackled in my 25-year career as a marketing-communications writer for technology clients, case studies are among my very favorite. So I set the questionnaire aside.

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. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

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. Then, slam. The project hits a brick wall when it reaches the customer. Case study approval can take weeks, or months. Or worse, the customer declines to approve it at all.

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. 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.

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. 0. false. false. false. EN-US. mso-add-space:auto;line-height:normal">. mso-add-space:auto;line-height:normal">. It’s absolutely true for freelancing.

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. 3. 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. Here are just a few ways: 1. Blogs. An estimated 77% of active web users read blogs. Here’s a great example. Newsletters.

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. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

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

Stories that Sell

Last month, we did what we never expected: we bought a fixer-upper home – we, who can change a light bulb but do little else. Only a few square feet have been updated since our home was built nearly 30 years ago. Ideally, we’d land on some reality-TV show where the renovators would swoop in and fix it all lickety-split while we are on vacation. I’ll call HGTV. Yet, we’re barely moving forward.