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Stories That Sell
How to Create Case Studies
That’ll Make You Filthy Rich
@JoelKlettke
A story is up to 22x more
memorable than facts alone.
Jennifer Aaker, Stanford
Customers use ‘em…
Image source: https://www.orbitmedia.com/blog/how-to-write-a-customer-success-story/
Info source: https...
…read ‘em
Image and info source: https://lp.docsend.com/sales-benchmarks-report
...trust ‘em
Info source: https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-108836
…and share ‘em.
Info source: https://www.demandgenreport.com/resources/research/2018-content-preferences-survey-report
64%...
No wonder, right?
Info source: https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf
Um….
wat.
Priorities for Irish B2B
Info source:
https://cdn2.hubspot.net/hubfs/390157/Irish%20B2B%20Digital%20Marketing%20Survey/Iri...
Not even an honorable mention…
Info source:
https://cdn2.hubspot.net/hubfs/390157/Irish%20B2B%20Digital%20Marketing%20Surv...
…but what about sales?
Info source:
https://cdn2.hubspot.net/hubfs/390157/Irish%20B2B%20Digital%20Marketing%20Survey/Irish...
69 Attendees…
Only 17% had a case
study.
14% had three or more.
Step 1: Define Your
Strategy
Do NOT do customer
success stories in a
vacuum.
The stories you tell
will be the stories you
attract.
What’s your goal?
Challenge
Industry
Role
The “Filthy Rich” Formula
A person like you,
with the challenge you have,
took the action you’re
debating, and got the res...
Questions to answer
1. Who is this person?
2. What are their challenges?
3. What are their goals?
4. What’s stopping them ...
Step 2: Get Buy-In
Sneaky tactic:
Escalating commitment!
Candidates: NPS
Image taken from: https://marketplace.atlassian.com/plugins/com.codebarrel.jira.plugin.jira-nps-
plugin/cl...
Candidates: Reviews
Candidates: Surveys
We loved your
feedback; can we
feature you?
“No” is really…
1. Uncertainty
2. Inconvenienc
e
3. Selfishness
Uncertainty?
v
s
We’re worried
about being
exposed
to competitors.
f
Uncertainty? Control.
v
s
You have final say.
f
We’re worried about
what we’d be
exposing
to competitors.
Inconvenience?
v
s
I am WAY too
busy for this!
f
Inconvenience? Process.
v
s
Here’s the process.
It’s quick.
f
I am WAY too
busy for this!
Selfishness?
v
s
What’s in it for me?
Why bother…
Selfishness? Benefit.
v
s
What’s in it for me?
Why bother…
We’ll share this
with…
How about a
discount…
You’ll look great…...
In your pitch…
1. Keep it short
2. Give a reason
3. Answer “WIIFM?”
4. Give it a deadline
Pssst – there’ a template here: ...
Secret weapon: samples
Don’t give up…
Step 3: Capture the Story
Your only job:
Turn the interviewee
into a storyteller.
Structuring the Interview
B
Before
D
During
A
After
Running the Interview
“What was going on in your business
when…”
“How did ______ help you solve that
challenge?
“What was ...
Running the Interview
“What was going on in your business
when…”
“How did ______ help you solve that
challenge?
Running the Interview
“What was going on in your business
when…”
“How did ______ help you solve that
challenge?
“How did t...
Running the Interview
“What was going on in your business
when…”
“How did ______ help you solve that
challenge?
“How did t...
Steal a few of our
favorite questions!
https://casestudybuddy.com/lindsayslist
/
Interview Flow
1. Ask
2. Repeat
3. Shut up
Step 4: Create the Study
Is there a “magic” length?
Info source: https://lp.docsend.com/sales-benchmarks-report
Repurpose
Bite Snac
k
MealNibbl
e
Headline:
Hook the right reader
Oops.
Do this instead!
• ONE focus
• Most relevant KPI
• 12 words (or less)
…or this!
No metric or KPI?
• Common pain
• Desired goal
Stuck? Try these!
• How (solution) helped (client) (result)
• (Result) for (client)
• How (client) (eliminated pain) with
...
Problem:
Introduce the hero, set the
stakes, and make it personal
"…so what?”
“I can relate.”
“I’ve been there.”
Solution:
Explain the “how.”
Give it a “why.”
“I get it, but… why?”
“..here’s why that mattered.”
Results:
Share the impact and
show what it meant
Results: More than Metrics
Call to Action:
Ask for a specific action
tied to a relevant benefit
Context-Rich CTA
-
Appealing to Scanners
Step 5: Use it to make
$$$!
Don’t do this.
Boom—context!
Blog posts for content lead gen
• Common pain
• Detailed and difficult
process
• Client as proof
Facebook Ads
• Lead with pain
• Future-pace the goal
• Promise the process
Twitter Ads/Content
Retargeting Ads
Cold Email Outreach
“Prominently mentioning a famous
customer in the email tripled the
number of people who replied to the...
Nurturing & Newsletter Emails
Winback and Follow-Up Emails
Passive Pitching
…and plenty more
• Add to landing pages
• Put in your pitch deck
• Attach to RFPs
• Hand out at trade shows
• Leave behind...
Thank you!
@JoelKlettke
CaseStudyBuddy.com/Guide
Telling Stories That Sell (Learn Inbound - Joel Klettke)
Telling Stories That Sell (Learn Inbound - Joel Klettke)
Telling Stories That Sell (Learn Inbound - Joel Klettke)
Telling Stories That Sell (Learn Inbound - Joel Klettke)
Telling Stories That Sell (Learn Inbound - Joel Klettke)
Telling Stories That Sell (Learn Inbound - Joel Klettke)
Telling Stories That Sell (Learn Inbound - Joel Klettke)
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Telling Stories That Sell (Learn Inbound - Joel Klettke)

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A step-by-step blueprint for capturing, sharing, and cashing in on the value of customer success stories

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Telling Stories That Sell (Learn Inbound - Joel Klettke)

  1. 1. Stories That Sell How to Create Case Studies That’ll Make You Filthy Rich @JoelKlettke
  2. 2. A story is up to 22x more memorable than facts alone. Jennifer Aaker, Stanford
  3. 3. Customers use ‘em… Image source: https://www.orbitmedia.com/blog/how-to-write-a-customer-success-story/ Info source: https://www.demandgenreport.com/resources/research/the-2017-content-preferences-survey-report
  4. 4. …read ‘em Image and info source: https://lp.docsend.com/sales-benchmarks-report
  5. 5. ...trust ‘em Info source: https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-108836
  6. 6. …and share ‘em. Info source: https://www.demandgenreport.com/resources/research/2018-content-preferences-survey-report 64% 74% Blog Posts Case Studies
  7. 7. No wonder, right? Info source: https://contentmarketinginstitute.com/wp-content/uploads/2017/09/2018-b2b-research-final.pdf
  8. 8. Um….
  9. 9. wat.
  10. 10. Priorities for Irish B2B Info source: https://cdn2.hubspot.net/hubfs/390157/Irish%20B2B%20Digital%20Marketing%20Survey/Irish%20B2B%20Digital%20Marketing%20Survey%202018.pdf
  11. 11. Not even an honorable mention… Info source: https://cdn2.hubspot.net/hubfs/390157/Irish%20B2B%20Digital%20Marketing%20Survey/Irish%20B2B%20Digital%20Marketing%20Survey%202018.pdf
  12. 12. …but what about sales? Info source: https://cdn2.hubspot.net/hubfs/390157/Irish%20B2B%20Digital%20Marketing%20Survey/Irish%20B2B%20Digital%20Marketing%20Survey%202018.pdf
  13. 13. 69 Attendees… Only 17% had a case study. 14% had three or more.
  14. 14. Step 1: Define Your Strategy
  15. 15. Do NOT do customer success stories in a vacuum.
  16. 16. The stories you tell will be the stories you attract.
  17. 17. What’s your goal? Challenge Industry Role
  18. 18. The “Filthy Rich” Formula A person like you, with the challenge you have, took the action you’re debating, and got the result you want.
  19. 19. Questions to answer 1. Who is this person? 2. What are their challenges? 3. What are their goals? 4. What’s stopping them from acting?
  20. 20. Step 2: Get Buy-In
  21. 21. Sneaky tactic: Escalating commitment!
  22. 22. Candidates: NPS Image taken from: https://marketplace.atlassian.com/plugins/com.codebarrel.jira.plugin.jira-nps- plugin/cloud/overview These folks.
  23. 23. Candidates: Reviews
  24. 24. Candidates: Surveys We loved your feedback; can we feature you?
  25. 25. “No” is really… 1. Uncertainty 2. Inconvenienc e 3. Selfishness
  26. 26. Uncertainty? v s We’re worried about being exposed to competitors. f
  27. 27. Uncertainty? Control. v s You have final say. f We’re worried about what we’d be exposing to competitors.
  28. 28. Inconvenience? v s I am WAY too busy for this! f
  29. 29. Inconvenience? Process. v s Here’s the process. It’s quick. f I am WAY too busy for this!
  30. 30. Selfishness? v s What’s in it for me? Why bother…
  31. 31. Selfishness? Benefit. v s What’s in it for me? Why bother… We’ll share this with… How about a discount… You’ll look great… Thanks! f
  32. 32. In your pitch… 1. Keep it short 2. Give a reason 3. Answer “WIIFM?” 4. Give it a deadline Pssst – there’ a template here: https://copyhackers.com/2019/05/writing-case- studies/
  33. 33. Secret weapon: samples
  34. 34. Don’t give up…
  35. 35. Step 3: Capture the Story
  36. 36. Your only job: Turn the interviewee into a storyteller.
  37. 37. Structuring the Interview B Before D During A After
  38. 38. Running the Interview “What was going on in your business when…” “How did ______ help you solve that challenge? “What was the most _______ part of that?” “What results, and what have they meant?”
  39. 39. Running the Interview “What was going on in your business when…” “How did ______ help you solve that challenge?
  40. 40. Running the Interview “What was going on in your business when…” “How did ______ help you solve that challenge? “How did that feel? What made that so ______?”
  41. 41. Running the Interview “What was going on in your business when…” “How did ______ help you solve that challenge? “How did that feel? What made that so ______?” “What results, and what have they meant?”
  42. 42. Steal a few of our favorite questions! https://casestudybuddy.com/lindsayslist /
  43. 43. Interview Flow 1. Ask 2. Repeat 3. Shut up
  44. 44. Step 4: Create the Study
  45. 45. Is there a “magic” length? Info source: https://lp.docsend.com/sales-benchmarks-report
  46. 46. Repurpose Bite Snac k MealNibbl e
  47. 47. Headline: Hook the right reader
  48. 48. Oops.
  49. 49. Do this instead! • ONE focus • Most relevant KPI • 12 words (or less)
  50. 50. …or this! No metric or KPI? • Common pain • Desired goal
  51. 51. Stuck? Try these! • How (solution) helped (client) (result) • (Result) for (client) • How (client) (eliminated pain) with (solution)
  52. 52. Problem: Introduce the hero, set the stakes, and make it personal
  53. 53. "…so what?”
  54. 54. “I can relate.”
  55. 55. “I’ve been there.”
  56. 56. Solution: Explain the “how.” Give it a “why.”
  57. 57. “I get it, but… why?”
  58. 58. “..here’s why that mattered.”
  59. 59. Results: Share the impact and show what it meant
  60. 60. Results: More than Metrics
  61. 61. Call to Action: Ask for a specific action tied to a relevant benefit
  62. 62. Context-Rich CTA -
  63. 63. Appealing to Scanners
  64. 64. Step 5: Use it to make $$$!
  65. 65. Don’t do this.
  66. 66. Boom—context!
  67. 67. Blog posts for content lead gen • Common pain • Detailed and difficult process • Client as proof
  68. 68. Facebook Ads • Lead with pain • Future-pace the goal • Promise the process
  69. 69. Twitter Ads/Content
  70. 70. Retargeting Ads
  71. 71. Cold Email Outreach “Prominently mentioning a famous customer in the email tripled the number of people who replied to the email and said “yes, I’m interested...” - HipLead Source: https://www.hiplead.com/blogs/social-proof-works-for-b2b
  72. 72. Nurturing & Newsletter Emails
  73. 73. Winback and Follow-Up Emails
  74. 74. Passive Pitching
  75. 75. …and plenty more • Add to landing pages • Put in your pitch deck • Attach to RFPs • Hand out at trade shows • Leave behind at meetings • Mail out in a welcome bundle • Use during upselling • Publish as guest posts • Use in podcast pitching • Offer as a lead magnet • Use to train staff • Educate product devs • Combine into uber-deck • Publish audio interviews • Create testimonial videos • Incorporate into whitepapers • Getting the idea yet?
  76. 76. Thank you! @JoelKlettke CaseStudyBuddy.com/Guide

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