Video or Written Customer Story – Which Comes First?
In the multimedia age, more organizations are creating both written and video customer case studies and success stories.
It’s a powerful way of catering to prospects’ varying preferences for consuming information.
But in what order do you produce video and written versions of case studies and success stories?
I’ve done it both ways – created written case studies based on video footage, and scripted videos and questions based on a written story.
But which is best?
Personally, I find it more effective to create the written story first. Here’s why.
In interviewing and writing a customer case study, you have a lot of flexibility in the way you present information, and customers go through the process of tweaking and approving their public comments on paper.
It’s a process that allows customers to think through their comments behind the scenes without being "on the spot" on camera – increasing the customer’s confidence level.
Creating the written story first also allows you to flesh out what your story is, and then work on translating that to video.
Once you capture your customer on video, you can’t easily go back and make changes. What’s recorded is what’s recorded. It’s better to be as prepared as possible before the video process.
So, with written first…
You can focus your on-camera questions more specifically.
You can loosely script out the video.
It takes less time to arrive at the sound bites you need.
You already know the story you want to tell.
Your customer feels more comfortable on camera because he/she has already thought through the answers.
You spend less time on the more pricey medium of video, and less of your customer’s time perhaps.
That’s my take. What’s yours?
Do you prefer to capture video or written customer stories first, and why?
Giving Away Books – For Your Success Stories on Using Case Studies
Some people collect stamps, coins, dolls or Pez dispensers. But I collect success stories.
Specifically, I collect stories about how companies are using customer case studies and success stories in sales, marketing and PR. Unfortunately, I can't turn to eBay to add to my collection.
Instead, I'm putting the call out to you.
Do you have a story about how a powerful customer case study helped land a big deal?
How you pitched a success story and netted big PR results?
Or, maybe talking about your customer stories in social media has driven traffic to your site or generated leads.
Whatever your success story using success stories, I want to hear it. Share your story here or email me at casey (at) storiesthatsellguide.com.
In exchange, I'm giving away a hardcopy of Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset to the person who submits the best story. I'll also give ebook versions of Stories That Sell to anyone whose story I use publicly (more on that below).
How will I use these stories? I'd LOVE to use the best stories to educate others via this blog and free reports on how folks are getting results with customer stories.
Ideally, I could name you and your company, but if not, don't worry. Unnamed stories are still valuable. Just let me know on the form whether you are willing to be named or not.
Thanks in advance!
I hope to share the best stories with you soon!
What Works in Customer Success Stories: The Online Intro Page
Content marketing is about giving audiences access to the TYPE of content they want to consume. For customer success stories and case studies, increasingly that means multiple formats - written (summaries and longer versions), audio and video.
How do you organize your success story content on your site?
I came across some paper recycling case studies created by the Paper Industry Association Council. They effectively created a "home page" for each case study.
They introduce the organization on a single page with a short overview. Then they give you the option of viewing a testimonial video (less than one minute), reading the written case study and looking at additional resources.
In particular, I like the attractive graphics that tie into the story on this intro page. It's all very inviting.
Check out the intro page for the success story on Stanford University's campus recycling program.
What do you think about this intro page, or home page concept for success stories?
Ode to the Sound Bite in Customer Case Studies
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 Writing
In a written customer case study or success story, sound bites are best highlighted as "pull quotes." They are literally pulled out of the text and featured larger somewhere in the story.
Most readers are actually skimmers. If they read nothing else, they should take away value from those pull quotes.
In a typical two-page case study, choose a couple of your very best customer quotes to enlarge as your pull quotes - with at least one on the first page.
Further down we talk about types of quotes to feature...
In Video/Audio
Video and audio sound bites can be tougher to get perfect. In writing, you can edit quotes and the customer will approve them later.
In video, you need the customer to say it just right for the camera or recorder. That might take a few "takes." Most customers don't speak in perfect sound bites.
It usually takes a little bit of coaching. When the customer is on the right track, ask her to repeat her comment - but stop short of telling her exactly what to say.
You want it to be in the customer's own words, not yours. And too much guidance makes the customer sound coached and not authentic.
Try to space out your power quotes in the video or audio, so they're not all at the end. Try to get one early, in the middle and to cap off the story.
Top Sound Bite Themes
So, what customer comments/quotes should you feature? Here are the most powerful types of sound bites in a customer story:
- The #1 benefit the customer has experienced - Ideally, the customer speaks to measurable benefits or return on investment.
- Touchy-feely benefits - Prospects in fact do care about the intangibles of working with you - your personality as an individual or company. Is your delivery or support pleasant, quick and easy?
- Why the customer chose your solution - A customer case study or success story should show your competitive differences. Prospects need to understand why you were chosen over others.
Once you have your powerful quotes, use them everywhere!
Also check out: Just today, the Reference Success blog talks about getting testimonials from customers.
Creating Customer Reference Programs – A Marketing Plan
Wow, I just came across a fabulous resource on the Customer Reference Insights blog.
I'm a big proponent of managing customer references formally, even if you're small. It's important to see a customer's full reference value beyond just one-off reference calls or case studies, and track your use of any reference customers.
The blog post, Marketing Plan Outline for Creating a Customer Reference Program, provides best practices on getting a customer reference program going.
Covering all phases, from securing program approval to launching the program to measuring success, it's a valuable document.
If you're looking to start a reference program or even improve your existing one, check it out and save it.
Order from this site and get TWO bonuses!
Companion ebooks to Stories that Sell!
Get the most out of Stories that Sell with The Marketer's Toolkit AND The Writer's Toolkit. These additional resources provide proven tips to help you succeed with success stories.
Recent Comments