It can be a slightly arduous process, but the end result can deliver very high
return on your resource investment. There are several key steps in producing these types
of collateral.
WEB DESIGN AND MARKETING SOLUTIONS FOR BUSINESS WEBSITES
170
Identify the customer
First things first??”you have to identify which customers have the most compelling stories,
and whose story you want to tell the world. These are not the same thing. Just writing
about the first client who is willing to talk is exactly what you want to avoid, because if
their story is weak or inconsistent, or if they come across as anything less than totally and
completely satisfied by your company and its product, readers will smell out the holes and
regard the material with as much faith as Chicago Cubs fans have for another World Series
title.
The marketing potential of a customer story must be judged on several key leverage
points. Make sure each of the following criteria can be answered with a confident ???yes.???
Is the client happy? Seems like an obvious question, but still critical to confirm.
Whoever volunteers to be interviewed will have their name attached to the final
marketing piece, and it??™s entirely possible??”even probable in some industries??”that
potential customers will call them as a reference.
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