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Casey Hibbard

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Latest Blogs from Casey Hibbard
                        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 ...
                      In spreading the word about new content, marketers clearly see the value of social media. In fact, 93% of B2B marketers use social media to share their content, with 87% of them choosing to do so on Twitter. (...
I’m sorry to tell you this, but your marketing has a credibility problem. You’re not the only business facing this challenge. Potential customers distrust nearly all marketing. Why? When promoting ourselves, we usually make a lot of promises, and prospects don’t know whether we’re livi...
  A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? It’s an effort to go beyond one-off case studies and reference calls to engage with customers who are willing to serve as advocates for your products and service...
When it comes to customer case studies, there is a worst-case scenario. You can spend a healthy sum and 1-2 days’ worth of work crafting a beautiful tale of a customer’s positive experience with a product or service only for the customer to decline approval. But following just a couple...
By some cruel twist of fate, I have a restricted diet. No dairy for me, and right now, no wheat. So I have to find alternatives, and often those alternatives are lesser-than versions of favorite meals. I can have a hamburger, but only without the cheese and bun. You can’t really ...
At age 16, I walked into my small town’s local newspaper and asked if I could write for them. The owner had no staff writers, and she agreed to turn me loose on a story. I wrote about a local business and went on to write about many more. At the time, I regularly studied […...
  Last month, we did what we never expected: we bought a fixer-upper home – we, who can change a light bulb but do little else. Only a few square feet have been updated since our home was built nearly 30 years ago. Ideally, we’d land on some reality-TV show where the renovators wo...
It’s been 15 years since I wrote my first case study. And year after year since then, I hear the same challenge  from organizations as the main reason they don’t create more case studies. “We can’t get customers to agree to do them!” You may be a customer’s best...
A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. I’d already created hundreds of case studies for others, so why wouldn’t I create my own to show the value of working with me? The “why not?” became immed...
It’s 9 a.m. and your sales rep is preparing for a big meeting with a hot prospect in two hours. The rep is building a PowerPoint with all the key differentiators about your company. What examples can she share of current customer successes? Although she’s got a good written...
  In my household, we’re having a newspaper war. At least once a week, a kerfuffle breaks out over a particularly engaging article in one of the publications we regularly consume. We’re not debating the content of the article. We’re fighting over who had it last ...
  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...
    During a workshop I attended in LA last spring on oral storytelling, we discussed the elements that signal the beginning of a story. A story sets us in a time, a place and with a subject. •    “It was Christmas 2012 and we were sitting at the dinner table when all of sudd...
"We have tons of happy customers. How do we decide which ones to feature in case studies?" When it comes to customer case studies – and business in general – too many happy customers is a great problem to have. After all, having satisfied customers is the first and ...
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 i...
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...
It’s true. 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 points. I’m not ...
  Locked 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 ca...
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....
By Casey Hibbard Before I started writing about technology as a business reporter, I had zero technical background. The closest I’d come to technology was a high school computer science class that I’d barely passed. But this was different. I was writing about technology in ...
Never doubt the power of a single case study or the positive impact for the featured customer. Last year, United Airlines racked up five major awards – and countless resulting PR – for its CRM and direct marketing efforts for the MileagePlus loyalty program: • &#...
A glowing customer success story is a coveted piece of marketing collateral, but case studies are not always easy to create. If you manage case studies, or write them, you know the challenges: getting a customer to agree, conducting interviews, writing and editing the story, and gettin...
A guest post by Val Stephen www.linkedin.com/in/valoriestephen Many things can motivate a customer to be a reference for your company. "Free PR" is just the beginning. Customers are increasingly seeing other answers to the question, "What’s in it for me?" Referenc...
My husband does triathlons for fun – small, medium and the biggest of them all, the Ironman. It takes months of training and lots of planning and organization for race day. "Where do I stash my energy gels on the run? Do I need a clean pair of socks before the run? And I can&...
I’ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers. Customer testimonials and case studies lead the list of most effective content marketing tactics, according to the newly release...
I’m always on the lookout for new examples of customer case studies, and last week, the site Clarity came into focus. Clarity is a simple and super cool site where businesspeople can request phone calls with experts to get answers and advice. Clarity created several customer succ...
    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 t...
 A guest post by Jamie Diamond Do you lead an intergalactic customer reference program for a Fortune 500 company, or maybe you’re the one-stop-shop, all things customer reference at a start-up? Regardless of your title or company name, all customer reference folks are trying...
  “If it was easy, everyone would do it.”   I’m not sure who said that, but file it under quotes that are wise, but still hard to accept. It’s absolutely true for freelancing. It’s not an easy road, but it gets easier over time. Like many things,...
  Have you ever tried to drive in an unfamiliar place – especially at night – and just couldn’t get your bearings? Even if you have a map or trusty smart phone, you can still get lost in new territory. Pull over, stop and take the time to study the map more thoro...
A Free Webinar 6 Traits of Case Studies that Compel and Sell: How Writers Can Deliver Stories That Sell Customer case studies are a hot area for freelance writers. LOTS of organizations are capturing the success stories of their happy customers – and turning to freelance writers ...
People seem SO articulate on television, right? (News flash: We’re not including Honey Boo Boo here.) Flip on the Amazing Race, Real Housewives, or the Voice – and you rarely see any of the characters stumble, stutter, or slur. In fact, they keep us on the edge of our seats...
Time and again, I’ve posted on the effectiveness of customer case studies. But now, there’s more evidence that they not only work, but also that they’re one of the least expensive content marketing options out there. In a 2011 survey by TechValidat...
This past week, I was down with a cold. And while it was tough to work, and even harder to come up with new blog ideas, my radar for customer stories kept on working. There are a lot of cold remedies out there, and who knows what really works? But in our house, we turn [...]
  A guest post by Andrew Nemiccolo We hear a lot these days about the importance of storytelling in business – especially for sales people. But if you’re a sales person, you may still be wondering how exactly you’ll weave stories into your next face-to-face ...
Throughout our lives, we rely on relationships to help us get where we want to go. In middle school, it may start with enlisting a friend for help: "Will you ask so-and-so if he/she likes me?" In a job search, we ask friends to introduce us to professional contacts th...
  (This week, we lost a treasured filmmaker, Nora Ephron. This post is a tribute to her.) If you’ve seen Ephron’s classic ’80s comedy, When Harry Met Sally, you know the most famous scene. Friends Sally (Meg Ryan) and Harry (Billy Crystal) are talking over s...
Every couple of weeks it seems, I see someone confuse customer case studies and white papers. People frequently call case studies "white papers," and vice versa – even marketing folks. In my narrowly focused case study world, I see them as distinctly different. But I can ...
Have you ever had a conversation with someone and said, "for example," and proceeded to offer an anecdote to illustrate your point? That’s what a customer case study should be – an example, a case in point to shed light on the topic of conversation. Just as anecdote...