9 Insider Tips from 10 Years Crafting Customer Stories

How to Create Customer Stories that Earn Their Keep

Author Casey Hibbard shares her top tips from a decade of experience in creating customer success stories.

Instructor: Casey Hibbard of Compelling Cases, Inc.
Duration: 30 minutes
Cost: $18
Format: MP3

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More about the Audio Course

In 1998, I wrote my first customer case study as a freelancer for a software company. It was the beginning of a long and prosperous relationship with customer stories (and fortunately, with that client too).

In 10 years, I’ve written and managed more than 450 customer success stories and case studies that have helped close countless deals, land major media coverage, and win awards for my clients and their featured customers.

When I first started, I had journalism and marketing communications experience.

But I had a lot to learn about how to create effective customer stories—stories that truly compel and sell.

In this 30-minute audio course, I share some of my top tips—from a decade of experience—for creating customer stories that earn their keep.

Class Take-Aways

• The most important thing to consider before even starting a customer story
• Why simply featuring a customer that’s "happy" isn’t enough
• How to write and design for different types of readers
• How the angle of a customer story can mean the difference between making a sale and your story being ignored
• Meticulous interviewing to collect the building blocks of truly strong stories
• Steps you must take to create unique—and more engaging—stories every time
• How to employ tried-and-true story structure to keep readers reading
• A more compelling format than the old "Challenge-Solution-Results" layout

Listen to the course today and start creating stories that deliver a higher return on your investment!

Casey Hibbard, founder and president of Compelling Cases, Inc., has helped dozens of companies create more than 450 customer stories over the past decade. She has produced and managed success stories for companies such as Macrovision, Jobfox, USA.NET, IHS, and Vocus. Casey is featured in numerous books, articles, and teleclasses. She consults with organizations one-on-one and conducts online customer-story classes. She is author of Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset, the first book on creating, managing and using customer stories—coming out in fall 2008.