When we want to stock our kitchen, our family shops at three different
grocery stores. We visit one store for seafood and organics, another for the
kind of tortellini my son likes, and another for our favorite brand of salsa.
High maintenance? Probably. We want what we want. But at times it’s
exhausting. It’s more stops of the car and more items on the to-do list –
and more time out of the day.
That’s why one-stop shopping has become such a marketing buzzword. We’re
all looking for every opportunity to cut steps in our daily lives, while
still getting what we need.
The business world is no different. If you’re a copywriter, your clients
are busy business owners and marketing folks who are looking for time-savers.
Copywriters can help. Consider how you can deliver one-stop shopping for your
clients. That doesn't necessarily mean writing all the marketing materials ... (more)
It can be really tough to get customers to go public with their stories.
But the prospect of winning an award gets customers on board – fast!
Your products and services are helping customers do innovative, progressive
things. Why not submit those examples for industry awards where you both get
some of the glory?
Just last week, I helped a client capture two of its best customer success
stories to submit for two different awards programs in my client’s
And get this…Both featured customers are major, nationally known companies.
My client’s customers were all over the idea,... (more)
In sales and marketing, it’s the ultimate question. How do you get the
right information in front of a prospect at the right time?
It’s especially tricky now that customers self-direct their learning
As you grow your stable of customer case studies and success stories,
organize them so that a prospect can find exactly the type of story of
interest to him.
That usually means sorting – and enabling search of – your stories by
industry, type of solution, product and maybe geographic location.
Here are a couple of examples.
Major software company SAS organizes its customer s... (more)
Several times a week, an appeal for funds from a charity (or alma mater)
arrives in my mailbox or inbox. The same organizations contact me over and
It’s annoying, but if they don’t ask for contributions, they usually
don’t get them.
That’s just how it works. We have too much going through our heads. If
you’re in an asking position, you have to be in the audience’s line of
sight often if you hope to get a response.
The same goes for the quest for case study or success story candidates and
reference customers. Marketing and reference managers are constantly looking
for ste... (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)