Seven Best Practices for Crafting Customer Success Stories

Video01Many companies write customer success stories and fail. Why?

Because they focus on themselves—their company, their product, or their service—and not on their customer. The proverbial spotlight is on the wrong actor.

Writing a customer success story is a delicate blend of art and science. It requires crafting a good story based on a real business challenge faced by a real customer. How can you bring your customer’s voice into the success story?

I recommend following these best practices:

1. Tell a good story. Like a journalist, find a “hook,” something about the customer’s situation that will resonate with others. You want the reader or viewer to identify with the customer. Pay attention to the details.

2. Ask good questions. Identify significant business challenges the customer faced, discuss how they negatively affected their business, and explore how the customer overcame these obstacles. Provide facts and figures where possible to bolster the quantitative side of the story.

3. Name a real company. Be as specific as possible when profiling the customer’s company. This authenticity makes a stronger business case and helps increase the connection with the reader or viewer.

4. Use real quotes. Let your customer’s personality shine through using their own words. Don’t script what they say into “corporate-speak;” it sounds formal, unnatural, and forced.

5. Be creative. Customer success stories provide information but don’t have to be boring. With inexpensive digital video and audio technology, you can inform and entertain. Videos, podcasts, and one-page documents all work. Of course, finding the right medium and achieving the right balance are key.

6. Demonstrate ROI. One ingredient in a successful customer story is being able to take a business issue and turn it into math. If you can create quantifiable Return On Investment, the story and lessons learned within it will have more impact and be more memorable.

7. Create a Call To Action. Enable the reader or viewer to take some action at the end of the customer success story. Provide a way to contact the company for more information. Websites, phone numbers, email addresses, and social media contacts are the most common.

Go Ahead and Brag: How to Leverage Your Customer Profiles and Case Studies

10 Tips for Successful Grant Writing

Grant dollars are shrinking
Grant dollars are shrinking

In the world of ever-shrinking federal, state, and private dollars in the USA for research and education, it’s more critical than ever to identify and win foundation support. The National Institutes of Health (NIH), for example, has cut funding 8.2% because of the United States federal budget sequester. And cuts like these are not alone.

Follow these 10 tips for success in grant writing.

  1. Be prepared. Many researchers don’t start working on a grant application until they hear about a deadline. If you do, it will too late; there is too much to do and not enough time. Write up your proposed ideas—even if they’re only in draft form—so you’re ready and can act on vs. react to the deadline.
  2. Research foundation sources. Most scientific disciplines have funding sources that “everyone knows about.” As a result, there is a lot of competition for these research dollars. Try to identify smaller foundations that provide grants in your discipline. While the amount of the awards might be smaller, there is often less competition, therefore increasing your chance for success.
  3. Use professional and personal contacts. Once you know the foundation sources, share the names of the trustees and foundation staff by your board. They often run in the same circles, and one phone call can help put your grant proposal on the top of the pile.
  4. Contact the foundation and ask clarifying questions. Foundations almost always post their applications on their websites. Typically the procedures for submitting a proposal are clear, but sometimes they are not. When in doubt, contact the foundation and ask any questions you have to clarify their submission procedure. You don’t want to not understand or miss an important step when you’re about to press Submit.
  5. Obtain and review the grant application. Once you have the grant application in hand, review the guidelines. in detail If you have any questions about any of the content that is required, contact the foundation again. Because of your pre-existing relationship (see step #3), it’s likelier you’ll get a faster response which will enable you to keep the grant writing process alive.
  6. Identify and assign sections of the grant application to subject matter experts (SMEs). “Many hands make light work,” the adage says. The same is true for success in grant writing. The most successful grants are written by SMEs who contribute their expertise to one or more sections. Depending on the size of your organization and your budget, SMEs may be internal or external. Recruit the right people who have the time to contribute.
  7. Complete the draft grant application. SMEs are experts in their fields. Individual sections will most likely require independent reviews. However, it is important that every section of the grant proposal is completed before a single, complete draft can be reviewed.
  8. Develop metrics and assessments. You need to determine metrics and/or key performance indicators that can be measured. And, once these data are collected, you need to describe what they mean and how they will be assessed. Don’t load up your grant proposal with “big data”; fill it with big results you expect to achieve if the grant proposal is accepted.
  9. Review the grant application. Successful grant proposals need an über alles grant writer or project manager. This person can be an in-house resource or an independent third party. This person must recognize the inconsistencies in style, tone, depth and breadth of the presentation written by the SMEs and smooth them out. A successful grant proposal has a single voice not many disparate voices.
  10. Revise and submit the final grant proposal on schedule. This is one of the most critical steps that determines whether your grant proposal will be awarded. Give yourself enough time to do a quality revision and don’t rush. If you, your haste will be obvious to any reviewer and your proposal will be summarily denied. And never, ever miss the deadline.

Using LinkedIn for Businesses

Do you use LinkedIn for your brand?

LinkedIn, as many of us know, represents the social networking realm for professionals. Between recent college graduates, the unemployed looking for work, or just a platform to meet more people in your industry, LinkedIn’s purpose is well received. However, when it comes to execution and “doing”, brands tend to get lost in what purpose they serve as an organization on this social network. Lets take a look.

1. Create a company page

 Starting with the basics, creating a company page with your brand’s information, logo and mission statement is a great starting point for LinkedIn.

 2. Community focused groups

One of LinkedIn’s (arguably) best features is the ability for a user or business to both create and join tailored groups to each profession. Are you a life science professional? There are many groups whose members are also in the industry. Are you in Public Relations? No problem, there are groups for that, too. Some groups are small or even private, whereas other groups have thousands of members (especially groups of a specific trade or publication). Promoting your brand through a customized group will allow you to administer all activity and oversee the community.

3. Engagement

LinkedIn is an excellent way to engage with your targets and clients. Send out LinkedIn status updates letting your followers know weekly updates with your brand or start group discussions leading people back to your LinkedIn page and back to your website. Engagement with your followers through LinkedIn will simultaneously help you grow your brand just by staying active on LinkedIn.

Is your brand on LinkedIn? How else do you like to use the social media platform to grow your business? Let us know and comment below! 

Bibra Toxicology Advice and Consulting

Bibra Toxicology Advice & Consulting
Bibra Toxicology Advice & Consulting

In the TRA360 Regulatory Writing practice, we are always on the lookout for companies that can add value in this space. Bibra Toxicology Advice and Consulting is one such company. They are a small company based in the UK. Bibra provides advice for toxicology during the process of clinical trials.

Bibra’s team of 15 toxicologists has a combined total of over 250 person years of experience in this field. All of their consultants are experts in the field of toxicology. They have completed many engagements for different customers across a broad range of disciplines. What about governmental compliance work? Bibra has a relationship with many governmental regulatory agencies, in the UK and internationally. Recently, their team worked with an unnamed international industrial chemicals manufacturer on compliance work. They worked with them to adhere to the United States Toxic Substances Control Act (TCSA) in collaboration with the Natural Resources Defense Council (NRDC). This compliance work can be found in the Recent Projects section of their website. Their team always meets their deadlines, an essential for success in clinical trials.

If you need toxicology advice for your business be sure to check out Bibra! Let us know how everything turns out @TRA360!