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)
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)
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)
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)
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)