I have a not-quite-two-year-old, and thus, spend a lot of time reading
nursery rhymes and fairly tales.
Most of these catchy or intriguing little stories pre-date our
great-great-grandparents, but the lessons are still valid today.
Take the story of the Ugly Duckling, a tale released by Hans Christian
Andersen in 1843. The ugly duckling, which was mocked when young, grew up to
be the most beautiful swan of them all.
In the case study world, non-public customer stories are perceived as an ugly
duckling of what we do. When you can't post it on your website, spin it into
a press release or share it on social media sites, then what value does it
But just as the ugly duckling had the potential to become beautiful, the
non-public case study has the potential to be as valuable as a public case
For Use BY or WITH the Featured Customer
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 you heard that a certain type of fox is endangered, would you be moved to
How about if you heard that a mama fox was trying to keep herself and her
litter safe as their forest disappears?
Now that's different. There's a story there with actual individuals being
Such was the storyline for a campaign by Environmental Defense Fund (EDF),
which told a universal tale of survival to communicate about the kit fox
problem in Northern California.
Information in the context of a story is dramatically more compelling than
straight facts. Yet, many nonprofits fail to tell... (more)
I'm trying to make a decision. I keep getting emails from a company with an
They say that the marketing service they offer will help me grow my business.
But everyone says that.
How do I know that putting some of my small marketing budget toward their
services will actually pay off?
The truth is, I can't know for sure.
Unfortunately, I don't know anyone personally who uses the company's
services. And beyond a few vague testimonials, the company doesn't have any
stories of other customers' successes.
Hence, I'm still on the fence.
When prospects are looking for... (more)
A customer story is one of the most versatile and powerful types of
promotional content any organization can create. Here are the top 25 ways you
can use case studies or success stories - or summaries of them - to establish
or reinforce credibility, educate audiences, and validate products, services
Note: "Customer stories" refers to customer case studies or success stories.
Web sites - Tease and link to customer stories right from the home page, and
include customer stories with all relevant product and service pages.
Newsletters - Run customer stories in new... (more)