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Entries Tagged as 'Customers/Clients'

4 tips for writing a strong case study

September 20th, 2013 · Copywriting, Customers/Clients, Marketing, Strategy

Story Everyone loves a good story.  And there’s a reason why Aesop and others opted to teach their life lessons through stories that have been told and re-told for many years.

Case Studies are the marketing version of Aesop’s Fables. Stories told to make a point or teach a lesson that demonstrates the value of your product or service.  So how do create a good case study?

CS Tip #1:  Structure it like a story. Make sure there’s a logical flow.  Explain the problem (identify the villain).  Introduce your company/product (bring in the hero). Describe how the challenge was overcome (tell of the battle). Sum it up (give it a happy ending).

CS Tip #2: Include lots of details. Don’t just say, “We were losing customers.” Give specifics.  Our sales were down over 42%.  Be sure to give details in describing both the problem and the solution. If your client isn’t willing to let you use their company’s name and information, choose a different example. This isn’t the place to be generic or vague. Your credibility goes hand in hand with the level of disclosure.

CS Tip #3: Use quotes to give your case study its authenticity. Be careful not to dumb them down so they sound generic.

CS Tip #4: Make sure everyone signs off on it before it goes public.  The power of a case study is that it reveals an actual problem and its solution. Some businesses may be reticent to air their dirty laundry. Before you pitch your case study to a reporter or post it on your website, get everyone’s blessing.

Case studies are incredibly compelling when done right.  If you’re lucky, you’ll tell a story that people will tell over and over.

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We have to earn our audience’s attention

August 9th, 2013 · Content Marketing, Customers/Clients, Social Media · 8 Comments

We have to earn our audience’s attention.  Let’s see how you’re doing at that. If you own or run a business, I’d like to you take this little quiz. Would you ignore your business phone 30% of the time it rings? If a customer was standing in a crowd of your best customers and complaining [Read more...]

Building a great brand means going the extra mile

August 1st, 2013 · Branding, Customers/Clients, Love affair with customers · 42 Comments

Want a great brand? Building a great brand means going the extra mile. Let me give you an example. I travel a lot so I decided it was time to invest in a suitcase that could take the beating that 100+ flights a year dishes out without having to be replaced every year.  So after [Read more...]

What do consumers want from brands?

April 24th, 2013 · Customers/Clients, Marketing, Psychology, Trends · 4 Comments

That’s the age-old question, isn’t it? When you think about everything we’ve experienced in the last decade and a half – from the Y2K scare to 9/11, Iraq and then the recession – no wonder that a certain level of insecurity about the future has become a permanent part of our psyche as we ease [Read more...]

Your marketing includes way too much you

March 14th, 2013 · Business owner/leader stuff, Customers/Clients · 17 Comments

One of the most common mistakes marketers make is that they think their customers and prospects care about them, what they sell and how it works. The human truth is consumers really do think, feel and ask “what’s in it for me?” They have something they want to accomplish – from getting a cereal that [Read more...]

Bad things happen in the dark

March 4th, 2013 · Customers/Clients · 9 Comments

When you think about it — being in the dark is always scary. When you were a kid, laying in bed and you heard a strange noise in your closet or under your bed you never thought to yourself, “hey, I bet there’s an ice cream sundae making machine in there!” No — it was [Read more...]

Write so they will hear you

October 30th, 2012 · Content Marketing, Copywriting, Customers/Clients, Voice · 6 Comments

Most people, when faced with the blank screen on their computer and a deadline for a new marketing piece looming, get a little uptight. It’s intimidating to capture everything you want a prospect to know and share it in a compelling way. Your product or service is superb and you have so much to say [Read more...]

Let your customers help

October 22nd, 2012 · Customers/Clients · 8 Comments

There are some human truths that, if you allow them to, can dramatically impact your marketing efforts and focus. Human Truth #1: We want to be helpful Human Truth #2: We like being part of an exclusive group Human Truth #3: We like to be perceived as smart and in the know Human Truth #4: [Read more...]

What clear signals do you suppose you’re missing?

August 8th, 2012 · Customers/Clients, Psychology, Sales · 4 Comments

I had a few little electrical projects that needed to be done around the house. So I turned to my Angie’s List favorites. Once I found the right business, I had an array of choices in terms of how I wanted to connect with them.  I clicked on the email icon and jotted a quick [Read more...]