While this is strong on its own, it??™s made far more effective with
the inclusion of a relevant quote in the left column.
It??™s important to present everything related to a product or service in context. When a
visitor lands on a product page, they should be able to view everything related to that
offering, including stories of success from real customers.
INDEPENDENT VALIDATION
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Figure 8-2. A well-designed and well-written technical support section becomes more enticing for
the reader with the inclusion of a relevant customer testimonial in the left column.
Acquiring the content
When collecting case studies, press releases, and testimonials, someone in the organization
needs to actually acquire the customer stories and translate them into tangible, usable
marketing material. This is, admittedly, the hard part. But if it??™s done right, your company
comes out the other side with some dynamite content.
Case studies and press releases
These two pieces of material share two powerful traits. First, they carry the most firepower
when marketing a company??™s offerings; however, they are by far the most time- and laborintensive
when it comes to actually writing and publishing because of the heavy customer
involvement.
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