the complete guide to success story marketing

Eek, My Own Process Broke Down!

Author: ; Published: Apr 21, 2011; Category: Uncategorized; Tags: None; 2 Comments


In the customer story process, you can’t miss any bases on your way to home plate.


After 11 years of working on customer stories, I’ve become set in my ways. And with good reason.

I’ve refined my step-by-step process for creating case studies and success stories and usually stick to it religiously. One step happens before the next, and if not, the story might suffer.

I’ve blogged about my process, featured it in my book, and preach and teach it to other writers.

So when I experienced an unintentional breakdown in my own usual process, it was a harsh reminder that I have been doing it right all along. I shouldn’t have been surprised.

Due to circumstances out of my control, the order of steps on stories for a client got flip-flopped.

The Story…

A brand-new client needed success stories. Usually, I ramp up on a new client’s solutions and marketing messages before ever talking to one of their happy customers. It’s my own rule.

But I happened to be attending a major industry conference where some of my new client’s customers were. It was an awesome coincidence and opportunity to interview them in person.

The only problem – my client was so tied up with event activities that there was just no time for the usual discussion about their goals and what they want in their stories.

I had to go into interviews with a list of questions covering what I THOUGHT was important. Not surprisingly, I missed a few things. And later, it was impossible to get those busy customer contacts on the phone for follow up. I’d had my chance.

While the stories were solid, they were missing a couple of key messages that would have helped my client.

The upside? I have renewed faith in my own process and certainly will do everything possible to make sure I touch every base on my way to the home plate.

The Can’t-Miss Steps

What are my tried-and-true steps that must happen with every client and story?

1 – Know the Subject Matter
Study the featured products and services to truly understand how they work and benefit customers.

2 – Know the Key Messages
Understand the messages and competitive differentiators that should be reinforced in every customer story.

3 – Know the Background and Angle for Each Customer Story
For each story, gather any background about the featured customer, so you’re armed as much as possible going 
into interviews.

4 – Know the Featured Customer’s Business
Study the featured customer’s website to understand their business.

THEN create questions and conduct the interview.

So whatever your role in customer stories – whether you’re a marketer, small business or writer – don’t underestimate the value of these steps in creating stories that aren’t just well done, but actually drive your sales and marketing goals.