When a “Dated” Case Study is OK
Rarely do I include dates in a customer story. Numbers such as dates or specific product release versions can make a story look outdated more quickly.
However, if you want to show longevity or durability, go ahead and include dates. In that case, the older the date, the better.
I just included an install date of 2004 in a success story on a green technology product. The fact that the system still runs, with very minimal maintenance, demonstrates its longevity and ease for the customer – one of the messages the vendor wants to convey.
Interview on Trends and Uses of Customer Stories
Britton Manasco interviewed me for his blog, Illuminating the Future, on trends in and uses of customer stories. His thought-provoking questions delved deep into customer storytelling today.
New LinkedIn Group
A new LinkedIn Group, Success-Story Marketing, serves as a forum for exchanging ideas and best practices on writing, managing and using customer success stories and case studies. Join us!
Googling Your Way to Better Customer Stories
I recently realized that I use Google on just about every case study or success story I write. The search engine becomes my "man behind the curtain," providing an answer to whatever my question may be.
No matter what you're writing, details make it stronger. Vague generalities are simply less credible or memorable.
Sure, I have a LOT of other information for the story: from my client and its web site, from the interviewed customer and its web site, industry white papers or analyst reports, etc. But sometimes I don't have the little details that make my angle more interesting.
Here's an example. I just wrote a case study featuring a ski resort's use of RFID technology. The angle was that this is one of the top resorts in the world, and they continue to invest in making the guest experience better.
The resort's web site had some stats of its own, but not exactly what I was looking for to support the story.
I Googled my question and found the stats I needed from third-party publications.
For another case on how an engineering firm uses modeling software, I wanted info such as elevation, river locations, and the flood risks and volumes for South Carolina. Enter some keywords, and Google gave me exactly the right information.
On other case studies, I needed...the recent growth rate of a Phoenix suburb...who was president in 1795...and a better description of a manufacturing process.
I've come to rely on search engines so much that, I believe, my customer stories would simply not be as strong without them.
How about you? Any tools or sites your writing can't live without?
How IT Pros Search Online During the Purchase Process
Ever wonder how buyers are researching solutions such as yours?
Google and TechTarget published the findings of their research project, How IT Pros Search Online During the Purchase Process, which reveals the mindset of the IT buyer in the context of their purchases.
Interesting stuff!
Key findings:
- 84% said video case studies would be useful
- 90% use search on some level to find "white papers, case studies or success stories"
- 88% use technology vendor web sites on some level to find "white papers, case studies or success stories"
- The further along a prospect is in the sales process,the more likely they are to agree to provide their name and contact info in exchange for the chance to access info. They don't like providing that info early on.
It's incredibly valuable insight. Check out the rest of the survey to better understand how buyers are searching, what they search for, and during which stages of the purchase process - and plan your content strategy accordingly.
Want more insight on the ins and outs of customer stories? Jill Konrath interviewed me for her blog, "Customer Success Stories are Killer App for Salespeople."
Stories, Inspiring Focus in a Complex World
After coming back from the holiday break, I'm more aware than ever how complicated life has become.
I've got four email accounts to log into, and an encrypted file that holds 18 different usernames and passwords for various sites I use. And that's not even all of them.
As usual, there's also quite a bit on the to-do list.
How do I settle down and focus? The true focus in my day comes in the act of storytelling, the crafting of case studies and success stories. To do them well, I have to set everything else aside for that time.
I need that focus to weave the pieces of the story together into a compelling whole.
When well-written, a story commands the same kind of complete attention from readers. It has the power to pull them into focus despite all the chaos around them.
Among millions of marketing messages, a story gets noticed and draws audiences in in a way that shouting never can. And it keeps readers there, engaged and moving along the tracks of the narrative, until resolution.
Maybe it's about getting back to our roots, to simpler times. Prehistoric people explained their past, present and future in story formats. Today, we still communicate best in this format, whether it's explaining something to a child or conveying the value of enterprise software.
What do you think, is story the answer to simplifying communication in our complex world?
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