Mark Twain is said to have called it, "a minimum of sound to a maximum of
sense." Who else could so perfectly provide such a sound bite describing
sound bites? If a customer story is the most powerful evidence of a
customer's experience, then the customer's own quoted comments are the jewels
in that crown. They sparkle and stand out above the rest of the story. Often,
it's all the viewer or reader may remember, so they better be good.
In a written customer case study or success story, sound bites are best
highlighted as "pull quotes." They are literally pulled out of the text and
featured larger somewhere in the story. Most readers are actually skimmers.
If they read nothing else, they should take away value from those pull
quotes. In a typical two-page case study, choose a couple of your very best
customer quotes to enlarge as your pull quotes - with at l... (more)
From startups to global enterprises, every company struggles at times with
getting customers to go on record. Here are some ideas in practice at
companies today for encouraging customers to be featured:
1. Access and involvement-Surprisingly, the #1 thing customers want is
access and involvement-access to your execs and involvement in your
product/service roadmap. Generate ways for your top customers to interact
with your organization on a deeper level.
2. Co-marketing campaigns-Create a few co-marketing campaigns for the
customers you most want to feature. The focus: Ho... (more)
If asked, will customers submit themselves as possible case study or success
From consumer-products companies to B2B to nonprofit organizations, many now
actively solicit stories with self-service “Share Your Story” links on
their Web sites. Apple created a link for this soon after the release of its
wildly popular iPhone. FileMaker software includes a link to “Tell us your
Girl Scouts of the USA asks former members to share their experiences for its
alumnae program. And Toyota Motor Sales gather owners' stories and gets usage
permission through an o... (more)
Ever walked through the living room when someone else is watching TV (on your
way somewhere else), and just had to stop right there and watch?
I’d be willing to bet it was a compelling story that drew you in (if it
wasn’t some sultry hamburger ad).
Humans have always told stories and it’s still the best currency for
If anything, we rely on stories more than ever to be seen or heard in a sea
What’s changed are the media we use.
So what’s hot now in sharing customer success stories and case studies?
Here are my 5 predictions for the hottest ways to use y... (more)
Walking through the Denver airport last week, I couldn’t help but notice
the cute dog on this wall ad. After admiring the dog, I realized the Xerox ad
features a customer, Target.
Xerox showcases its relationship with Target, indicating the company provides
customized direct mail programs for the retailer.
While Xerox uses what I would call customer marketing – featuring customers
– the ad doesn’t quite achieve Success-Story Marketing.
1 – Tying the major Target name with Xerox adds credibility for the vendor,
and educates us just a bit on how Target entrust... (more)