Diagnosing the Problem

I get pitches all the time from writers who want to help with all sorts of projects. Some are terrible, they're all about them, not enough about the business - or the value to the business.

Others are much better. Take for example this one (emphasis mine):

Case history articles, also known as application stories or testimonials, are a great way to interest others in your product or service. But case histories are often viewed as being very difficult to complete, largely because of the need to gain cooperation from the customer who is featured. 

Here are a few tips on how to make them happen. The first step is getting your customers to agree to work with you. Try approaching your customers as if you have something to offer them. For example: "We see the opportunity to get some favorable publicity in major trade journals for both of our companies based on the success of this application."

The job of the writer is to make everyone in the process feel that they have been positively and fairly portrayed without going so far that the article lacks credibility and becomes difficult or impossible to publish in reputable trade journals. Find a writer with experience in creating an article that simultaneously promotes your company, makes the customer feel comfortable, and fits the requirements of your target magazines or websites. 

The rest of the job consists of presenting the first draft to all involved parties and making changes to win their approval, collecting illustrations and obtaining written approval from the customer. Make sure that you have either allocated the time to do it within your organization or selected a partner with the experience and resources to get it done.

If you create professionally-written and reasonably objective sounding case histories, magazines will bring them to the attention of tens or even hundreds of thousands of readers at no cost to you. The articles can often be placed in more than one non-competing publication by writing them with several audiences in mind. Case studies also can generate traffic and backlinks on your website and serve as great printed handouts.

I have written over 5,000 case history articles on a wide range of technical subjects. My team and I handle the complete job including interviews, approvals, images, placement or whatever part of the job you would like to outsource. We also produce white papers, thought leadership articles, press releases, sales collateral, websites, ebooks, and many other types of technical content. We do placements in all types of technical print and web publications. Hope we can work together in the future!

It's a great pitch. Although I object to the italics on two grounds - 1) spin or suggested spin on your part - the only spinning I do is at the amusement park; 2) it implies that you can basically guarantee a placement and write your own article - I actually do like working with reporters and journalists - and that tens of thousands of readers is relevant to you.

It misses the mark also on another count. One much more subtle, one that we should care about at it goes to the very core of the promise of social media. A promise that I'm seeing go unfulfilled more often than not.

The problem is often to have such a relationship with customers that they'd want to be part of a case study. That is what needs addressing. And it takes much more than a simple pitch from a well intentioned writer with good marketing skills. It takes a community. Your customer care people, the service delivery team and the rest of the organization needs to be aligned to deliver the very best service - and relationship.

If you are the fellow at the company receiving the pitch - have you thought about what you can do to actually get to know your customers better? Are you providing them with such compelling value at your blog on top of the good service experience that they will leave you those testimonials in the comments?

Stop thinking about volume, start thinking about quality and relevance. Start thinking about that one customer you'd like to hear from. This blog doesn't have tends of thousands of readers, but those who read are engaged with the content - and with each other.

Think about your resume, your tweets, your posts, your talks, your work overall. Are you misdiagnosing the problem?

Comments

[Christa M. Miller]

Interesting, Valeria. I have been struggling getting one client's customers to agree to case studies, but the problem is specific -- they're cops who don't want to open up about investigative methods, either because cases have not been adjudicated, or because they just generally don't want "bad guys" to know what their capabilities are.

As a trade journalist I have a wealth of experience working with cops in these situations, so in my case I think the problem has been my pitch. I need to come up with a short email that shows (bullet points?) how I can give good press without endangering their work.

Thanks for making me think about it. :)

[Beth Harte]

Valeria,

That is definitely one of the better pitches I’ve seen in a while. That said, I struggle with:

“…magazines will bring them to the attention of tens or even hundreds of thousands of readers at no cost to you. The articles can often be placed in more than one non-competing publication by writing them with several audiences in mind. Case studies also can generate traffic and backlinks on your website and serve as great printed handouts.”

I agree with you, first you need to have the customer relationships in place to even get to the point of a case study. But once in that position, there are many other hurdles to jump before getting to the end points your pitcher describes. I think this whole section leaves out the fact that most of these items are not guaranteed and take rolled-up sleeves work well in advance… Why? Because they rely on multiple second-parties finding enough value in what’s written to publish it or link to it and that is surely never a given -- even when you do have relationships in place. As well, there is a cost to getting anything placed in a blog or magazine…and that is either the agencies/employees time (PLUS the fee to pay the pitcher for his companies services). Nothing is free.

I also think the notion of writing a case study for multiple audiences lends itself to a bit of multiple personality syndrome that never really satisfies anyone in the end.

Thanks for bringing up this all important point… Looks like in today’s marketing world there is no avoiding customer relationships… ;-)

Beth Harte
Community Manager, MarketingProfs
@bethharte

[Harriet Meth]

@Valeria - Valuable insights for anyone involved with case studies. The biggest problem from what I've seen over the years is a total lack of focus on what's in it for the customer when they're asked to participate. Companies often see it as as a no-brainer that their customers would want to participate for the promotional value. More than ironic, isn't it, since the customer is the central focus of the study. Talk about a total lack of relevance;-).

@Beth - Thanks for the insights on one-size-doesn't-fit-all case studies. I'm always amazed when companies see their heaviest lifting in getting a company to cooperate as a reference or the focus of a case study when, in fact, the bigger challenge is in translating that customer story so it's relevant to a variety of audiences.

[Valeria Maltoni]

@Christa - you're on the right track - focusing on the end results of the work more.

@Beth - the best form of testimonial to me is that of the spontaneous kind, like engaging in conversations with customers publicly and evolving what is being said depending on who shows up. Having said that, many organizations are still very careful about their employees talking about a service provider freely online.

@Harriett - that's why it's important to talk to customers on a regular basis. Is the service you're providing helping them look good with *their* customers? A case study that highlights how then would be helpful and welcome. It takes understanding the connections and the value points to insert yourself successfully in that conversation.