It’s that time of year, when hordes of students head back to school.
Makes me almost miss the chance to get a new backpack and school clothes.
In the spirit of lifelong learning, here are a few upcoming events—all virtual—to sharpen your knowledge and skills.
Generalist vs. Specialist: Which Is Better for Writers in a Tough Economy?
Free live debate – 2-3 pm EDT, Sept. 17, online, free
Join Peter Bowerman, "The Well-Fed Writer," who’s made a great writing living as a generalist since "day one" of his career in 1994, as he squares off against über-specialist Michael Stelzner, international authority on white papers and author of the book Writing White Papers.
Telling Stories to Generate Revenue
BtoB Magazine Webcast – 2-3 pm EDT, Sept. 17, online, free
An expert panel will share the why, when, where and how of storytelling for revenue. Along the way, they will provide detailed examples demonstrating unique content and formats.
The Customer Won’t Sign Off! and other Pitfalls: The Case Study Manager’s Crash Course
a Stories That Sell webinar – 12-1 pm MDT, Sept. 29, online, $24
Learn simple strategies to improve your customer stories, and the whole process with customers – with less stress and delay. Boost customer participation, get case studies done in less time, create case studies that win more sales, and enhance relations with customers in the process.
Copywriting Success Summit 2009
online summit – multiple dates in October, online, $297 before Sept. 24!
What do successful writers know and do differently that makes them so successful? How do they generate quality leads and win better clients? Now you can learn their tactics. Discover how to grow your writing business during this economic slump.
Just like a sales pitch, it's essential to be organized when approaching customers about participating in case studies and success stories.
They want to know exactly what's involved, how you plan to use their stories, and how they benefit.
Create what I call a "pitch package," which provides all the details customers need to make the decision about being featured as a success story.
Here's what you might include in your pitch package:
Samples of past stories, Provide 2 to 3 current case studies or success stories in their final format, or links back to the stories on your Web site.
If you've never created any before, go online to companies you respect and whose success stories you like and pull those as examples of what yours will look like.
One-page description of the process and usage, Create a one-page document that describes your success-story process, from end-to-end, and covers how the story will be used. Include a few points about the benefits for that customer.
Interview questionnaire, Customers appreciate knowing what you plan to ask them. Send them your list of planned questions, but ideally, conduct the actual interview live or via phone. (Email is not interactive.)
The release form, If your organization uses a legal release form for customers to provide approval, give customers a copy ahead of time so they know what to expect.
By assembling all this information in a single email to potential candidates, they can easily forward it on to others in the company.
Do You Manage Customer Case Studies/Success Stories?
Customer stories are unlike any other marketing communications project; they intimately involve your happiest customers.
Learn how to manage your case studies more smoothly - get them done faster, with less stress and with more impact - in an upcoming webinar.