Make sure this person (and the
rest of the patron firm) is satisfied, and remains satisfied.
Is it a compelling story? You may have the happiest client in the world, willing to go
on and on about how great your product is, but the details are so uninteresting
that it runs the risk of counteracting the marketing potential. For instance, imagine
Microsoft writing a case study on a customer using Word only for spell checking,
never for actual word processing. Would they really want to profile that customer,
no matter how happy they were? (On a side note, customers who fall into this category
often make for some great testimonials, where you can highlight their excitement
without getting into details.)
Do you need the story? This might be a bit trickier than the other questions, but it
is still an important mental checkpoint. Think about this from two angles. First, is
the customer success story significantly different from what you already have, and
second, does the story align with your marketing goals? If an architectural firm has
seven case studies on their bridge designs, it would be a better use of their time to
focus on writing success material around their church designs, an industry where
they are orienting their future marketing efforts.
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