Writing a Compelling Customer Story – Start to Finish

Authentic customer stories provide powerful evidence that gives buyers the confidence to buy.

That’s why companies are increasingly adding case studies and success stories to their marketing mix.

In turn, it’s become a huge, and growing, opportunity for copywriters.

Yet how do you write a case study or success story in the most compelling way—in a way that engages readers and converts prospects into customers?

We break it down for you.

Download the 2-part teleclass, Writing a Compelling Customer Story—Start to Finish.

The teleclass takes you through the steps of how to construct a story that resonates with readers, and makes a compelling case for the company, products and services.

This course breaks down 10 years of case study writing experience to show you how to build an effective story every step of the way.

In two, one-hour sessions, we take a hands-on approach to creating an actual customer success story that engages readers and convinces them that the featured solutions deliver what they promise!

Gain essential insight that will immediately improve the quality and impact of your stories.

• Create stories that drive results for sales and marketing teams
• Learn 4 essential steps to take before interviewing the customer
• Craft interview questions that uncover compelling angles and measurable results
• Organize information into the most critical story "chunks"
• Write in a compelling "feature story" format
• Craft a story "lead"
• Pick customer quotes that enhance the story
• Keep the tone journalistic – not overly promotional
• Write for readers and skimmers
• Create headlines and subheads that serve as "signposts" in your story
• Understand how to end a story gracefully
• Construct effective sidebar summaries
• Know what makes a compelling layout

When you complete the course, you’ll have a clear understanding of how a compelling case comes together—and be ready to create stories that sell!

Details

The full course is TWO parts.

Where

Via phone and online. You will receive supplemental PDF files to reference throughout the course, and to keep for your reference.

You will receive the PDF and a link to listen to the sessions at your convenience.

The Instructor

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.

Register for the Class

$39 for two hours of instruction, including Q&A during the call, and a LinkedIn group for additional questions and discussion before and after the classes.

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Register for the Class WITH the book, "Stories That Sell"

Buy the course with a copy of the book, "Stories That Sell: Turn Satisfied Customers into Your Most Powerful Sales & Marketing Asset." Learn more about the book.

Class Plus the eBook in PDF – immediate book download, $48
A savings of $3.95 off the eBook
Two hours of instruction, including Q&A during the call, and a LinkedIn group for additional questions and discussion before and after the call. Plus, the "Stories That Sell" book in PDF format.

Register Now

Class Plus the Printed Book – free shipping, $55
A savings of $3.95 off the Book
Two hours of instruction, including Q&A during the call, and a LinkedIn group for additional questions and discussion before and after the call. Plus, the printed version of the "Stories That Sell" book.

Register Now