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 online form. Does customer self-nomination actually
I know it's worked extremely well for Toyota, which has tons of
customer experiences on its site. But some B2B companies have tried the
approach with hardly any submissions to speak of. Are consumers willing to
submit thems... (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
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)
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 th... (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)