How powerful are your success stories? Do they just tell a story? Do they
talk about the customer's success? Or are they just something you check off that you've done every quarter?
One of my favorite writers, Casey Hibbard, covers this information extensively in her awesome book "Stories that Sell" and her great blog with the same name.
Casey is always talking about why it's important to include measurable results in your case studies and gives some tips. If you haven't visited
her site take a look. She's even been holding some webinars lately for case study writers great stuff.
One thing I really like about Casey is how she understands what a story needs. Stories need to be compelling AND include some measurable results, for example dollars saved, productivity time increases, avoidance costs, etc. A success story is like a cake. Cake by itself is fine but if you add some icing it take it to a whole new level! A success story without measurable results is fine but if you add them the story turns out so much more powerful. And plus you'll get some great quotes or value statements that your corporate marketing team can use!
Happy Referencing! I am off to eat some cake (with frosting)!
