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 newsletters that go to customers,
employees and partners. Direct marketing - Highlight a customer success in a
mailer to prospects and customers, either a full story or overview.
Case-study booklets - Create booklets that highlight several of your key
customer stories. Email - Capture the atten... (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)
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
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 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)