WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
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Delivery of validation
There are several different vehicles in which you can deliver customer stories. All of these
have their pros and cons, and none of them are particularly better than the others, but all
of them will help reinforce the foundation of the marketing story:
Case studies: These are the heavy-hitters of the validation lineup. They take the
most time to produce, from interviewing to writing to the approval process, but
can serve as the crown jewels in your marketing efforts. In fact, entire campaigns
have been built around particularly powerful case studies??”a company can write a
detailed story on one of their happiest customers, and then lead their advertising
campaigns with that success.
Press releases: Many companies distribute press releases that discuss a success with
a customer. They very often mirror the content of a case study (and can even be
produced concurrently), but the text is written to target the media and get the
story picked up in a magazine, on a website, or in another trade publication.
Testimonials: In most cases, a testimonial is a direct quote from the customer or
client.
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