Think strategically. Your choice of words sends a message.
January 26, 2009 by Mary Ellen
Casey Hibbard, author of Stories that Sell, suggests your website can reflect strategic thinking. Post case studies describing problems solved. Showcase the type of clients you work with. As Casey explained, stories, or in-depth discussions such as these, go much further than simple testimonials. Your case study suggests, “I want more of that kind of business.”
A case study writer by trade, Casey produces dozens of case studies for clients such as Macrovision, Jobfox, USA.NET, and even small companies such as mine.
“The media wants your customer stories,” she writes.
“The story pitch
If you don’t give a customer example in a press release, still offer a customer success story to a media outlet to increase your chances of getting a journalist’s attention.
With your pitch, you might give some bullets about the customer’s success, send a video or written case study, or recommend that the journalist talks to a specific customer.
If you don’t provide it, reporters will likely ask to interview a customer anyway. It’s better to be prepared.
This takes the focus off the vendor business (which editors really like), and puts it on the successful customer – made successful with your solutions. Read more.”
As you look at content for your website, particularly for your online media room, consider case studies. Publish stories about problems you’ve solved, solutions your company provides, and customers you’ve helped. Let your success speak for itself – to potential customers, the media, and most of all, to your own stakeholders.
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