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Casey Hibbard

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Top Stories by Casey Hibbard

                        For 8 years, I've maintained two websites: the one here for my book and another for my copywriting and consulting business. To keep things simpler for you and me, I'm merging the two into a single site, located at www.compelling-cases.com. Now you can find all Stories That Sell blog posts - past and future - at https://www.compelling-cases.com/blog/. If you follow the Stories That Sell blog in a feed, here's how to switch to the new location: On my main blog page, scroll to the bottom and click on the orange button to choose your favorite feed location. Join me at the new address for regular insights on customer case studies, including this week's post, Bait Customers for More Compelling Storytelling.     ... (more)

A ready-to-use case study – How long does it take?

In the discussion about customer case studies, one question comes up over and over: How long does it take to get a case study done? How many days or weeks are needed to get a completed, approved customer story in hand and ready to use? Unfortunately, the answer isn’t that easy. On average, I would say about one month. BUT, it really depends on the part of the process that makes customer stories different from other marketing projects – the review and approval phase. From the time you interview the customer to completing the draft, video or audio might be a couple of weeks. Then... (more)

Help Nonprofits Sell Better with Stories

If you heard that a certain type of fox is endangered, would you be moved to act? 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 affected. 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)

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)

Seven Ways to Encourage Customers to Be Case Studies

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)