From Writer's Relief staff:
Consumer research is more self-directed than ever before, and case studies are a powerful way to demonstrate real applications of your product or service without a hard sell. Here are some ways to write stories that convert: Use the papers as a platform for demonstrating expertise, but avoid using highly technical language that will alienate any prospects.
Be Objective Nothing will cause your company to lose credibility faster than a biased case study. Stick to the facts, and let quantitative figures demonstrate customer success stories, not your opinion.
Incorporate Quotations Social proof is a powerful tool for swaying company perception; consumers trust family and friends above any form of paid media. Use quotations from your clients to emulate the recommendation your prospects would receive from a professional peer or acquaintance.
You can adjust the titles of your sections, or provide more-granular sub headers, but the typical format of a customer success story is: Leverage the principles of good journalism, and reveal why it worked, how the customer implemented the solution, when they saw results, and why they were pleased.
Be Transparent Your prospects and customers are highly jaded to biased marketing messages, and nothing will raise suspicions faster than a report that seems exaggerated, or inaccurate.
Double check your data, and have a third-party proof read for any signs of bias. Use Visual Content Charts and graphs are a valuable component of customer success stories. Visualize the results of your case study with accurate and eye-catching images.
Make Your Customers Relatable Even if your product or services are relevant to a wide market, target your case studies towards your ideal customer by making the companies or people profile highly relatable.
Consider Different Formats Your customer success stories can be recycled into a number of different formats to appeal to all learning styles.
In addition to a whitepaper, film a video, create an infographic, or record a podcast. Keep It Short One of the biggest challenges in writing an effective case study is conveying all relevant information in as few words as possible.
Subject matter expert Matthew Stibe recommends words as an optimal length. Be Accurate An exaggerated or sloppy customer success story can damage your professional credibility, and relationships with your most valuable clients.
Record interviews with clients to ensure you accurately transcribe their thoughts, and allow customers to approve the copy before publication.
What factors of your product or service cemented their decision to purchase from you, as opposed to your competition? Alternatively, integrate quotations with images, as illustrated below: Use Compelling Images Stock photos are typically Avoid generic pictures of happy colleagues, or company logos.
Use images of your actual customer to build instant trust with your audience.The stories should be specific, that is, they should relate specific challenges, actors, solutions, and outcomes, and they should describe one compelling event or an interesting series of events.
Stories can be of different types. 25 Tips for Writing Customer Success Stories Your company’s best advocates aren’t in your marketing department; they’re your current customers.
Customer success stories are among the top five most popular forms of content marketing, and 64% of B2B marketers consider them the single most effective form of custom content.
Tip 1: Write for your reader, not yourself Your reader is interested in his or her cause, not your program or project! •Your success story must appeal to •Decision makers •Tax payers •Reporters •To increase appeal: •Use state, county or regional data instead of national data to describe the problem.
Short Story Tips: 10 Ways to Improve Your Creative Writing Jerz > Writing > General Creative Writing Tips [ Poetry | Fiction ] Writing short stories means beginning as close to the climax as possible — everything else is a distraction.
The success stories provide these readers with real-world examples, and help them to set expectations in terms of implementation time, budget etc.
The readers are usually the managers or owners of service organizations. This HowTo provides some hints to ]po[ partners and customers on how to write a good success story that may be included in .
2 days ago · If you want to write a success story, start by defining what success means. You’ll probably find that success is a mix of hard numbers (profit, number of inquiries, business growth) and soft indicators such as feeling passionate about what you do and enjoying positive working relationships.