There are times when, magically, customer quotes are exactly what you dreamed
they would be. The featured customer delivers glowing, colorful, emotive
comments that speak to the exact challenges that the audience is facing and
provide the much-desired validation that the vendor wants in the case study.
Then there are all those other times, when the quotes are not the exact
fodder you wanted for the perfect story that’s in your head.
Fortunately, you do, in fact, have some control over the quotes you collect
from customers. The rest depends on the person you’re interviewing.
How do you cue up perfect quotes for your case study?
Here's a best-practices playbook on getting effective quotes in customer case
1. Interview the right people
This matters for so many reasons. Ideally, you want to quote someone in a
business role/title similar to the audienc... (more)
The proof is in the numbers.
If you ask companies what’s most important in their customer case
studies, 9 out of 10 would likely say measurable results.
But drawing metrics out of customers can be agonizing. You ask a question.
The customer hems and haws and doesn't provide a concrete answer. You ask it
a different way. No go.
What's a case study writer to do?
Find Your Inner Sleuth
I've been tapping into my inner sleuth lately. Perhaps it's all the mystery
and pirate-themed books I've been reading recently with my toddler, but I
find the treasure hunt for alternatives to... (more)
My eyesight isn't as good as it used to be.
But I must not be the only one who’s drawn to larger text.
Case studies, and most marketing content, are going BIG.
From the images to the text, everything has gone way up in pixels and font
I'm not a web usability expert, but I'm guessing this trend is because larger
is more readable.
I did a random web search for case studies and nearly every site I saw had
big, bold images and text.
Whether it's the customer success home page on a company's site...
Or the landing page for an individ... (more)
Let's suppose, for a moment, that you're in the market for a new car.
You probably don't just get up in the morning, head to a dealership, drive
one and buy.
Before that, you might spend months - or even years - thinking about what
type of car you would like. You look at other cars on the road, you notice
car ads, talk with friends, and you go online to learn more about specific
makes and models.
Then you head to the automaker's website and notice they have a link for
customer success stories. (Toyota does this nicely.)
You follow the link to see the customer stories a... (more)
The written case study still reigns.
I realize that I’m not the most unbiased authority on the supremacy of
the written customer case study. I earn my living writing case studies and
teach other writers to do the same.
But a recently released survey from Eccolo Media backs me up.
Eccolo Media surveyed more than 500 B2B technology buyers about the types of
content they consume, when, and the value of it in their purchase decisions.
This year's Eccolo Media 2014 B2B Technology Content Survey Report revealed
that more buyers prefer customer case studies in a written format tha... (more)