The old saying that nothing breeds success like success is till true. Prospective customers want to know you can solve their problem or challenge.
Draft short case studies of your firm in action. State the problem, your actions and the positive results. Using numbers helps drive home the point of the results.
Here are four great ways to use Customer Success Stories:
Innovative new products are sometimes hard to describe to the business or consumer purchaser. Naming the product or category is key to communicating your message.
Category Examples
For years we have “Xeroxed” when we photocopied or listened to our “Walkman” when we meant a portable CD player or asked for a “Kleenex” when we want a tissue. Letters have come to be shorthand for whole categories such as “e” in “e-commerce” or “e-zine” and “i” as seen in “iPod” or “iMac.”
General Motors recently ran a series of ads about the quality of their cars. The gist of the message was about being a “world class” company. The proof of their “world class” status was a 60-day money back guarantee on new car purchases. The commercial got me thinking about what techniques companies use to prove their worthiness to customers and potential customers.
Senior executives at major corporations have recently started using a unique Marketing technique. The technique is bold and headline grabbing. What is it? They are quitting their lofty positions to openly campaign for Chief Executive Office roles at other companies.
OXO, the maker of popular kitchen tools is extending its brand to office supplies, medical devices and children’s products.
Unique Selling Proposition
Each company should be able to articulate its unique selling proposition (USP). In the case of OXO, the USP is the cool design, comfort and ease of use of their products. Historically, OXO defined its field of play to be kitchen and household products.