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Blog – Stories That Sell

the complete guide to success story marketing

Last Build Date: Thu, 16 Feb 2017 23:24:19 +0000


Moving! Where to Find the New Stories That Sell Blog

Thu, 16 Feb 2017 22:33:22 +0000

                        For 8 years, I’ve maintained two websites: the one here for my book and another for my copywriting and consulting business. To keep things simpler for you and me, I’m merging the two into a single site, located at Now you can […]

5 Tips for Tweeting Your Customer Case Studies

Wed, 12 Oct 2016 20:29:34 +0000

                      In spreading the word about new content, marketers clearly see the value of social media. In fact, 93% of B2B marketers use social media to share their content, with 87% of them choosing to do so on Twitter. (2016 B2B Content Marketing: 2016 Benchmarks, […]

7 Companies Boldly Leading with Customer Stories

Tue, 08 Mar 2016 22:23:07 +0000

I’m sorry to tell you this, but your marketing has a credibility problem. You’re not the only business facing this challenge. Potential customers distrust nearly all marketing. Why? When promoting ourselves, we usually make a lot of promises, and prospects don’t know whether we’re living up to those promises. For that, they need objective, outside […]

The Small Marketer’s First Steps to a Customer Advocacy Effort

Tue, 09 Feb 2016 16:00:42 +0000

  A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask? It’s an effort to go beyond one-off case studies and reference calls to engage with customers who are willing to serve as advocates for your products and services in a variety of ways. The […]

How to Cut Case Study Approval Times by 75%

Tue, 08 Dec 2015 21:10:38 +0000

When it comes to customer case studies, there is a worst-case scenario. You can spend a healthy sum and 1-2 days’ worth of work crafting a beautiful tale of a customer’s positive experience with a product or service only for the customer to decline approval. But following just a couple of steps will help your case study sail over approval hurdles.

Are You Leaving the Icing off Customer Case Studies?

Wed, 21 Oct 2015 15:56:06 +0000

By some cruel twist of fate, I have a restricted diet. No dairy for me, and right now, no wheat. So I have to find alternatives, and often those alternatives are lesser-than versions of favorite meals. I can have a hamburger, but only without the cheese and bun. You can't really call that a hamburger, […]

The Small, Big-Impact Piece Missing from Case Studies

Wed, 09 Sep 2015 19:51:51 +0000

At age 16, I walked into my small town's local newspaper and asked if I could write for them. The owner had no staff writers, and she agreed to turn me loose on a story. I wrote about a local business and went on to write about many more. At the time, I regularly studied […]

Dear Vendor: You’re Not Helping Me Buy from You

Tue, 11 Aug 2015 23:23:53 +0000

  Last month, we did what we never expected: we bought a fixer-upper home – we, who can change a light bulb but do little else. Only a few square feet have been updated since our home was built nearly 30 years ago. Ideally, we’d land on some reality-TV show where the renovators would swoop […]

Another Idea for Getting No-Go Customers off the Fence

Tue, 16 Jun 2015 15:52:47 +0000

It’s been 15 years since I wrote my first case study. And year after year since then, I hear the same challenge  from organizations as the main reason they don’t create more case studies. "We can't get customers to agree to do them!" You may be a customer's best, most beloved vendor, but for various […]

Why You Should Never Interview Your Own Customers

Mon, 04 May 2015 15:55:00 +0000

A few years ago, high on the belief in the power of customer success stories, I set out to create some of my own. I'd already created hundreds of case studies for others, so why wouldn’t I create my own to show the value of working with me? The "why not?" became immediately apparent when, […]