Most case studies die by a thousand tiny cuts. A forced mention of a feature here, an out-of-context metric there… until your story is a hot mess of disembodied quotes …
How to Get Your Case Study Readers Past the Introduction
The contrast lead is not the only way to write a customer story introduction. But I challenge you to find one that’s as effective and easy to learn.
How to repurpose your customer stories across the funnel
Now that you’ve produced your customer story, it’s time to use it. For most brands, this means chopping up the story into quotes, sound bites and key stats, then distributing …
6 hallmarks of a great B2B case study
What makes a case study great isn’t the medium or format. You can tell a story in video, infographics, audiograms, social posts, or in an old-fashioned PDF. What the story …
How to find and secure customers for your B2B case studies
Once you know the story you want to tell, you need the customer who’s going to help you tell it. Hopefully, a few customers instantly come to mind. But if …
How to find story angles for your B2B customer stories & case studies
The story angles of your case studies determine how you structure your story, which customers you select to interview, and what you ask them. So they’re pretty important. But most …
6 Questions to Answer in your Request for a Customer Interview
The worst interview request isn’t the one your customer rejects. It’s the one your customer accepts and later refuses to approve for publication. Among the hundreds of interview requests I’ve …
How to Use Empathy to Supercharge Your Customer Stories
Customer stories have one thing a testimonial doesn’t. But most marketers miss it because they only care about social proof. The one thing: Empathy. The Problem with Social Proof When …
3 Writing Rules You Can Now Ignore Forever
Would you rather be a grammar expert or an effective communicator? To be a content writer who can attract, engage, and convert prospects, you’ll have to choose. Because, sometimes, grammar …
Keep Readers Hooked with this Conversational Copywriting Formula
You can use this natural convention of conversation along with an internal cliffhanger as a copywriting formula to keep readers hanging on your every word.