23. Choose your words
Latinate Words Anglo-Saxon Words
- More formal - Less formal
- Longer (polysyllabic) - Short (often monosyllabic)
- Fancy, proper - Forceful, direct
Examples Examples
acquire, transmit, get, send, build, stop, put,
construct, resist, deposit, mock, set
imitate, determined
24. Choose your words
Latinate
Would you do me the honor of introducing
me to this female acquaintance of yours?
Anglo-Saxon
Hey, that girl you were talking to is hot!
Take me to her, will you?
29. Do Customer Stories Engage?
70% of Content Marketers say:
Case Studies are “Effective” or “Very
Effective.”
—B2B Content Mktg: 2012 Benchmarks, Budgets &Trends
8 out of 10 consumers
say that opinions and
recommendations from
people they don't know
indicate brand quality and
Business decision makers say: influence what they buy.
Friends & colleagues are the #1
influencer of B2B purchase decisions. — Bazaarvoice Survey
30. Positioning Your Customer
1. Make the customer
the HERO.
– They saved the day.
– They came up with the You may have created the solution,
but your customer owns the
solution.
experience.
– They reaped the rewards.
31. Positioning Your Customer
1. Make the customer the HERO.
Mentions of “Whirlpool” (customer) = 24
Mentions of “MediaLab” = 1
Check the ratio of
Company to Customer mentions
33. Positioning Your Customer
2. Make the customer RELATABLE.
“We saw a 76% lift in “Our team was floored.
sales within the first 26 75% lift in sales? We
days.” hadn’t seen that kind of
spike in five years.”
35. Prepare to Listen
PREP with WIDE-OPEN "questions.”
– B2B:
• Tell me a little about your role at Acme. (B2B)
• Describe the biggest challenge you face in your role.
• Explain how your team is organized. (B2B)
• Describe why you decided to start researching “X.”
– B2C:
• Tell me about your family/car/dog/skin
• Explain your desire for a better “X.” (B2C)
• Describe how/why you decided to start shopping for “X.”
36. Maximize Your ROI (Return on Interview)
Contribute Distribute
• Build a database of • Create a tagging strategy
content • Collaborate
– White paper snippets
– Case studies
– Stats
– Blog ideas
– Anecdotes
– Quotes
– Future content
37. Get Comfy
• Set the stage.
– Introduce yourself
– You’re here to hear their story.
– Tangents are welcome.
– Use questions as a reference… not a form.
Facilitate. Don’t interrogate.
38. Record It!
• Let’s you be a reporter, not a
secretary
• Keeps it relaxed, conversational
• Let’s you bite off more than you
can chew
(you can chew it later!)
Sound
Note
39.
40. Maximize Your ROI (Return on Interview)
Contribute Distribute
• Build a database of • Create a tagging strategy
content • Collaborate
– White paper snippets
– Case studies
– Stats
– Blog ideas
– Anecdotes
– Quotes
– Future content
Brilliance here is NOT about what we CREATE or DIRECT. Less about controlling a vision.(Don’t Start With the End in Mind)
Brilliance here is NOT about what we CREATE. It’s about how well we FACILITATE and CAPTURE stories from others. Customer Stories eventually become your story.Devoid of writing/editing and creativity? No. Just the very LAST part of the process.
According to your peers, yes. Case Studies are the accepted “Gold Standard” of customer stories32% increase over prior yearDoesn’t mean 70% are actually *publishing* case studies.Yes. Because prospects are human beings. Real people. They trust WOM more than marketing. Goes for B2C and B2B.http://blog.zuberance.com/social-marketing/debunking-top-five-myths-of-b2b-word-of-mouth-marketing/
Not the helpless damsel in distress.Story of customer who begged us not to make her/her department look like an idiot.Affects: Questions you askHow you introduce themAngle of the content
Leads? YES!
Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
Prepare for one — hope for both.Don’t be a control freak. Welcome the detours.
Notice these aren’t questions at all?Can’t be a “yes/no” answerInvites them to talk. Forces you to “shut up” Let silence happen.
DO not be an content hoarder! YOU’RE responsible for sharing the love It’s your job to evangelize that content internally!Do it while it’s fresh. Do not launch and leave.Even in master story, you likely will never use entire interview.Enterprise uses internal systems — small to medium — consider file/workspace collaboration like CD, Box.net… there are a gazillion. Even if you are a content team of one – log it all. Your brain, sanity and content will thank you WE COLLABORATE BY TAGGING Be sure you can tag so that all is searchable.
We’re just gonna have some coffee, sit back, and talk about how you kick ass.If you’re comfortable, THEY’RE comfortable.
You’re a “reporter” not a secretary!Keeps you focused on interview, listening, relevancy and shifting questions.You won’t have to ask them to repeat themselves. Reminds them that this isn’t just a conversation. They’ll never say it the same way twice. Use two forms when possibleUnless you have photographic ears, just record it!Careful with videoCamera = third person in the room.
Transcribe – good to revisit actual recording at times for voice, tone, inflectionNote content *ideas* along the way… You get to add the gorgeous glue that holds it all together! Transitions, drama — as the front-row witness to the story your customer just told you. The story won’t write itself, but you’ll have a goldmine to work with.
DO not be an content hoarder! YOU’RE responsible for sharing the love It’s your job to evangelize that content internally!Do it while it’s fresh. Do not launch and leave.Even in master story, you likely will never use entire interview.Enterprise uses internal systems — small to medium — consider file/workspace collaboration like CD, Box.net… there are a gazillion. Even if you are a content team of one – log it all. Your brain, sanity and content will thank you WE COLLABORATE BY TAGGING Be sure you can tag so that all is searchable.