Moreover, the report concluded that in general, buyers overwhelmingly prefer traditional written case studies to those presented as audio, video, one-page summaries or Microsoft PowerPoint slides. Did the story of how one of their customers, either told with a few lines of copy on the homepage or as a plus word piece of content elsewhere, influence you? Readers who want to know more can click through to a complete version that goes into more detail.
Consultant and blogger Debbie Weil writes that a reasonable word count is words. Some marketers say a shorter case study is better, others proclaim the benefits of long-form content. customized writing paper your name This post won't attempt to tackle this part of the case study writing process, but I encourage you to read Hibbard's ebook, Making Your Customer Success Stories Work for You , which outlines this initial task in detail.
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Make the "clear as day," she says. So far, this post has only covered written case studies, but there's far more that can be done. Though it'd be impressive if your product solved the customer's problem percent of the way, it's not likely the case.
In the plain-text email, the customer is asked to fill out a short form with questions such as, "What results have you seen since using Zapier? Approved photo courtesy Daniel Kulinski. If approval isn't given, then you should scrap the case study. Make the "clear as day," she says. Hibbard, who wrote the book Stories that Sell , says there are two types of audiences:
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That kind of story influences my teammates and me, and its for that reason and stats like those above that at Zapier this year—our third in business—we've made publishing case studies a priority. To do so, I've put myself in charge of collecting tactics, proven practices and lessons learned from expert case study writers, such as authors Casey Hibbard and Steve Slaunwhite , and best in the business content marketing companies, like HubSpot and Kissmetrics. writing essay help khan academy But that's not all you should be keeping an eye out for from the customer's use of your product. His encouragement comes from a study in which half of the participants were told they were more likely to vote since they had been deemed politically active, and the other half weren't told anything. About the Author Danny Schreiber lives in Iowa, runs marketing at Zapier, and likes to run, read up on process and productivity, and try his hand at cooking.
Zapier is the easiest way to automate powerful workflows with more than 1, apps. Customer quotes are essential to a case study, used both in the copy and for marketing purposes. dissertation methodology questionnaire But that's not all you should be keeping an eye out for from the customer's use of your product. Never pretend to have done more than you did.
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If you've already selected what type of customer you're profiling, be sure to heed Hibbard's next advice, too: Instead, she encourages you to think about the personality of your audience and consider what would resonate with them most. By signing up, you agree to Zapier's Terms of Service. Since implementing this automated request and retrieval process in December, more than customers have submitted their stories for case studies.
Describe how the challenge was overcome tell of the battle. The marketing tactic ranks as the third-highest type of content influencer for purchasers at small business and large enterprises alike, according to Eccolo Media 's B2B Technology Content Survey Report. Instead of saying, "our online marketing services led to these results," be specific about your product or service, Kristi Hines , a blog marketing professional, encourages on the Kissmetrics blog. In Weil's write-up on case studies, she calls subheads , such as "The Challenge" and "The Solution", "signposts".