My intention for Fifteen Minute Friday is simple: it’s a tool which forces me to invest a few minutes each week looking for new opportunities with existing clients.

I’d find ideas during the week, make a note, and then invest fifteen minutes of my Friday pitching them to clients.

This week, I’m way ahead of the game.

Success! (Stories)

Almost every company with clients and a Web site should be publishing Customer Success Stories. Some call these case studies, but whatever the name, they’re powerful sales tools.

They detail the successful use of a client’s product or service by a customer, and provide “real world” credibility to any product or service.

A case study can take many forms, but the format I pitched to a relatively new client (I’m writing their Web site and developing a Messaging Platform) was short - more ad than white paper.

I also write long customer stories, but feel this punchy version works well on today’s Web sites. You can see a series of short customer stories (pdf) I wrote many years ago for a wonderful client (who was sadly acquired).

The Case Study Short Course

Want the short course in how to write hard-hitting, short-form case studies? First, you’ll probably interview the happy customer by phone. (Remember, you’re representing your client, so be professional.) Before you do so, take a few minutes to read these tips:

Get the Killer Quotes

Assess the particulars of the customer’s story, focus on the positives that align with your client’s key marketing points, and develop one or two strong customer quotes which address these key points. This often involves prompting less-glib clients for quotes that can later be “remodeled” for proper impact.

Find the Big Benefit or Dramatic Result

Is there a quantifiable numeric result to using this product? Are there any significant cost savings, huge productivity improvements, dramatic revenue increases?

I just wrote a case study where my client shaved product prep time from 15 minutes to two minutes - and that was on every part heading down the assembly line (a lot of parts). Quotes are good, but they’re even more powerful when backed by credible, quantifiable (and sometimes dramatic) results.

Get The Story

Is there a beginning, middle and end to this story? Does the future hold something positive? Readers love stories as opposed to dry recitations of the facts. Drama is good, and human drama is better.

The Closer - Get Confirmation

Re-confirm your key points, summing up the benefits to the client. This often plays out in the form of quotes from the happy customer who suggests his organization is looking to expand their use of your customer’s products. That’s a strong, strong confirmation.

Wnot invest 15 minutes and pitch a few case studies today? After all, it’s Fifteen Minute Friday…

[tags]customer story, fifteen minute friday, copy, copywriter, copywriting, pitch, business development[/tags]