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
Now you can find all Stories That Sell blog posts - past and future - at
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.
In the discussion about customer case studies, one question comes up over and
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)
If you heard that a certain type of fox is endangered, would you be moved to
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
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)
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)
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)