{"id":792,"date":"2014-06-13T16:36:45","date_gmt":"2014-06-13T16:36:45","guid":{"rendered":"https:\/\/thatwhitepaperguy.com\/?p=792"},"modified":"2022-11-07T01:09:43","modified_gmt":"2022-11-07T06:09:43","slug":"how-to-get-customers-to-agree-to-a-case-study","status":"publish","type":"post","link":"https:\/\/thatwhitepaperguy.com\/how-to-get-customers-to-agree-to-a-case-study\/","title":{"rendered":"How to get customers to agree to a case study"},"content":{"rendered":"
How do you write compelling stories? And repurpose them for maximum ROI?<\/strong><\/p>\n If you’re wondering about any of these questions, an excellent\u00a0book by seasoned writer Casey Hibbard<\/strong> will set you straight.<\/p>\n Hibbard spells out a step-by-step plan for turning satisfied customers into your most powerful asset, based on 10 years of writing case studies.<\/p>\n The one\u00a0chapter on securing a customer’s permission is worth the price all by itself.<\/p>\n It’s good to know you’re not alone with this challenge.<\/p>\n “From startups to global enterprises, every company struggles with getting customers to go on record,” says Hibbard.<\/p>\n In fact, this is the biggest roadblock that stops B2B software firms from gathering more customer stories.<\/p>\n <\/p>\n Here are seven ideas from Hibbard for how to motivate customers to participate in doing a story with you.<\/p>\n This is a set of materials you can e-mail to customers with all the information they need to make a decision.<\/p>\n This includes samples of formatted customer stories, a one-page description of your process from start\u00a0to end, your proposed interview questions, and your release form.<\/p>\n “Surprisingly, the thing customers want most is access and involvement: access to execs and involvement in your product or service roadmap,” says Hibbard.<\/p>\n So to reward or encourage your top customers\u00a0for doing a story, work to find\u00a0ways for them\u00a0to interact with your organization on a deeper level.<\/p>\n Create a few co-marketing campaigns for the customers you most want to feature.<\/p>\n The focus: how successful that customer is, and how one of its steps to success has been using your company’s software.<\/p>\n This story could well circulate to prospects your client is trying to reach… and paint them as a vendor on the move.<\/p>\n
\nHer book\u00a0Stories That Sell<\/strong><\/em>\u00a0is\u00a0an easy read, full of useful gems of practical advice.<\/p>\nGetting to yes #1: Create a “pitch packet”<\/strong><\/h3>\n
Getting to yes #2: Give them access and involvement<\/strong><\/h3>\n
Getting to yes #3: Run co-marketing campaigns<\/strong><\/h3>\n
Getting to yes #4: Create win-win story angles<\/strong><\/h3>\n