International Trade

Are you taking advantage of the most powerful resource you have for educating and persuading prospects? Nothing sells your product or service quite like a success story. Especially one that highlights your unique approach to problem-solving and is told from the customer's point of view.

Here are some tips for identifying your most compelling stories, gaining your customers' cooperation and turning them into effective case studies.

1. Plan your strategy


Identify your audience. Which industries, company sizes, geographic areas or decision-makers are you targeting?
What types of stories will support your sales, marketing and PR goals?
Develop story ideas that will fit your current needs.
Determine how the case study will be used - as a trade show handout, website content, press kit, etc.

2. Create a pool of possibilities


Encourage your sales and account reps to be on the lookout for customers with stories that meet your strategic objectives.
Decide what topics will best speak to your prospects at upcoming events such as trade shows, product launches or PR opportunities.
Solicit your customers' participation by adding a tell-us-your-story link on your website.

3. Pre qualify your candidates


Find out what business problems the customer was trying to solve.
What measurable benefits did they experience from working with you, i.e., money or time saved, productivity increased, workers' comp claims reduced.
Ask for interesting anecdotes about the process or solution.
Would the customer recommend your product or service to a colleague?

4. Make it worthwhile for your customer


Point out the free positive exposure for the company and the individuals who participate.
Showcase the customer's innovative practices, including the use of your product or service.
Customers want access to your company's execs and other business leaders. Give them the opportunity to network and interact at special events.

Based in the San Francisco Bay Area, Lanny Udell and article collaborator Bonnie Ayers Namkung are freelance copywriters who work with clients nationwide. Never at a loss for the right words, they create powerful, persuasive copy for websites, brochures, direct marketing campaigns and case studies. See case study samples or get started marketing with case studies today. You can also reach Lanny and Bonnie at (415) 459-8966.

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