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Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset

Casey Hibbard

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Top Stories by Casey Hibbard

I'm trying to make a decision. I keep getting emails from a company with an attractive offer. 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 evidence from satisfied customers, are you delivering it? If so, can they find your customer stories? And if they find them, are they compelling enough? Here are 3 ways to help get buyers off the fence - with customer stories: 1. Beef up results details It's tough to get results (return on in... (more)

A Winning Strategy for Landing Big-Name Customer Stories

I'm a big proponent of what I call "win-win storytelling" in customer case studies and success stories. The company creating the customer story has to benefit, as does the featured customer. The key - especially for landing big-name customers for customer stories - is finding what motivates each customer (on an individual, departmental or company level). Simply reminding the customer they receive free publicity may not be enough. In just the past two weeks, I've worked on several stories with interesting customer motivators behind them: -       A civil engineer is enthusiastic a... (more)

How to Tweet Your Customer Stories

Can 140 characters lead to more leads and sales? Absolutely. There are countless tales of Twitter wins these days. Several companies I follow on Twitter are Tweeting about their customer success stories. While you can't tell your whole story in that amount of space, you can pique followers' interest. Here are a few tips for Tweeting your stories: Education, Not Promotion - Think of your 140 characters as a teaser, similar to an email subject line or blog headline. Your subject line should promise the reader something, and help them understand what they will take away if they re... (more)

Will Customers Nominate Themselves as Stories?

If asked, will customers submit themselves as possible case study or success story candidates?  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 story.” 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)

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

    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 pr... (more)