tag:blogger.com,1999:blog-77787926485188529032024-03-08T09:10:29.263-06:00Simon & Associates PR Blog BuzzMargie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.comBlogger11125tag:blogger.com,1999:blog-7778792648518852903.post-4726202913161834062013-04-19T11:22:00.000-05:002013-07-13T15:32:43.428-05:00Thoughts on Corporate Creativity from J.Crew's CEO Mickey Drexler<br />
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<span style="font-family: Verdana, sans-serif;">Recently my blogs have focused on creativity, and then I read Drexler's thoughts on corporate creativity today. Perfect timing.</span></div>
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<span style="font-family: Verdana, sans-serif;">J. Crew CEO Mickey Drexler said in
this May's issue of <i>Fast Company:</i> </span></div>
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<span style="font-family: Verdana, sans-serif;">“America’s companies are built to destroy creativity. If you
become the head of a big company today, you’re not the youngest person in the
world. You have a contract. You get a jet. You have a huge overpaid salary. You
get bonuses. Do you think that CEO is going to screw around with fast, creative
change? No. And the board of directors, the last thing they want is someone who’s
going to change things. Steve Jobs—he would bet the company, he wouldn’t care.
But there are very few people who run companies that way.”</span></div>
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<span style="font-family: Verdana, sans-serif;">How does Drexler’s opinion jibe with
your experience?</span></div>
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<span style="font-family: Verdana, sans-serif;">Does this describe
your company? Is your company creative <i>despite </i>management? Or, quite the contrary, does your company nurture creativity to
stay alive--or ahead?</span></div>
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<span style="font-family: Verdana, sans-serif;">Manufacturers of custom and new products, for example, can’t survive
without creativity—regardless of their size and/or age.</span></div>
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<span style="font-family: Verdana, sans-serif;">How do corporations
promote and sustain creativity despite Drexler’s observations?</span><br />
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<span style="background-position: initial initial; background-repeat: initial initial; font-family: Verdana, sans-serif; font-size: 10pt;">(Margie’s firm, Simon & Associates Public Relations </span><span style="font-family: Verdana, sans-serif; font-size: 10pt;"><a href="http://www.simonspr.com/"><span style="color: #787878; mso-bidi-font-size: 11.0pt; text-decoration: none; text-underline: none;">www.simonspr.com </span></a><span style="background-position: initial initial; background-repeat: initial initial;">specializes in award-winning writing, media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></span><br />
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Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-5218488591908879892013-04-18T10:40:00.000-05:002013-07-13T15:33:02.370-05:0020 Tips on Igniting Your Creativity<br />
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<span style="font-family: Verdana, sans-serif;"><b>20 Tips on Igniting Your
Creativity</b></span></div>
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<span style="font-family: Verdana, sans-serif;">Creativity. It’s the lifeblood of public relations. Yet
often that” golden idea” eludes us. What do you do to transform dull into
delightful—predictable into a panacea? Below are a few suggestions--some
you likely know well. Either way, these tips should help move your creative thinking from mundane to marvelous, or ho-hum to "ah-ha."</span></div>
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<span style="font-family: Verdana, sans-serif;"><b>How to spark creativity</b> (especially in the brainstorming and
pre-brainstorming phases):</span></div>
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<span style="font-family: Verdana, sans-serif;"><br /><span style="text-indent: -0.25in;">1.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Banish
“wrong” from your mind.</span><br /><span style="text-indent: -0.25in;">2.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Think
creatively—not critically.</span><br /><span style="text-indent: -0.25in;">3.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Be
curious—ask questions.</span><br /><span style="text-indent: -0.25in;">4.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Be
observant.</span><br /><span style="text-indent: -0.25in;">5.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Be
open and flexible.</span><br /><span style="text-indent: -0.25in;">6.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Look
for many answers to a problem—not just one.</span><br /><span style="text-indent: -0.25in;">7.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Defy
logic.</span><br /><span style="text-indent: -0.25in;">8.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Defy
rules.</span><br /><span style="text-indent: -0.25in;">9.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Be
impractical.</span><br /><span style="text-indent: -0.25in;">10.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Switch
out daily habits.</span><br /><span style="text-indent: -0.25in;">11.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Embrace
ambiguity.</span><br /><span style="text-indent: -0.25in;">12.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Develop
new interests.</span><br /><span style="text-indent: -0.25in;">13.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Visit
an art gallery you haven’t seen before,</span><br /><span style="text-indent: -0.25in;">14.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Attend
a play.</span><br /><span style="text-indent: -0.25in;">15.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Attend
a concert.</span><br /><span style="text-indent: -0.25in;">16.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Challenge
your tastes: switch out your classical music time for rock or country,
or vice versa.</span><br /><span style="text-indent: -0.25in;">17.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Be
impractical.</span><br /><span style="text-indent: -0.25in;">18.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Be
playful.</span><br /><span style="text-indent: -0.25in;">19.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Visit
a local place you haven’t been to before.</span><br /><span style="text-indent: -0.25in;">20.</span><span style="font-size: 7pt; text-indent: -0.25in;"> </span><span style="text-indent: -0.25in;">Plan
a trip or vacation.</span></span></div>
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<span style="font-family: Verdana, sans-serif;">Finally, consider Guy Kawasaki’s advice: </span></div>
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<span style="font-family: Verdana, sans-serif;"><i>Don’t worry; be
crappy. Lots of things made the first Mac in 1984 a piece of crap—but it was a
revolutionary piece of crap.</i></span></div>
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<span style="font-family: Verdana, sans-serif;">What will you do to ignite creativity?</span><br />
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<span style="background-position: initial initial; background-repeat: initial initial; font-family: Verdana, sans-serif; font-size: 10pt;">(Margie’s firm, Simon & Associates Public Relations </span><span style="font-family: Verdana, sans-serif; font-size: 10pt;"><a href="http://www.simonspr.com/"><span style="color: #787878; mso-bidi-font-size: 11.0pt; text-decoration: none; text-underline: none;">www.simonspr.com </span></a><span style="background-position: initial initial; background-repeat: initial initial;">specializes in award-winning writing, media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></span></div>
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Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-23158647270674170232013-03-15T10:45:00.000-05:002013-03-15T10:48:02.936-05:00<br />
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<b><span style="font-family: "Arial","sans-serif"; font-size: 18pt; line-height: 27px;">Creativity According to Albert Einstein<o:p></o:p></span></b></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 18px;">Who would deny that creativity helps fuel success? Exceptional PR people exude it. Most people want more of it.<b> </b>So, what is “it?” Definitions of creativity abound and could keep a blogger writing indefinitely, but Albert Einstein’s comments on creativity are both revealing and rousing. Here are nine of his many observations:<o:p></o:p></span></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 18px;">“Creativity is seeing what everyone else has seen, and thinking what no one else has thought.”<o:p></o:p></span></div>
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<span style="background-color: white; background-position: initial initial; background-repeat: initial initial; font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 115%;">“Imagination is more important than knowledge.”<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 18px;">“Logic will take you from A to B. Imagination will take you everywhere.”<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 12pt; line-height: 18px;">“I have no special talent. I am only passionately curious.”<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; background-position: initial initial; background-repeat: initial initial; font-family: Arial, sans-serif; font-size: 12pt; line-height: 115%;">“To raise new questions, new possibilities, to regard old problems from a new angle, requires creative imagination and marks real advance in science.</span>”<span style="font-size: 12pt; line-height: 18px;"><o:p></o:p></span></span></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 18px;">When asked how he’d solve a problem if he had only 60 minutes to do so, Einstein said: “I would spend 55 minutes defining the problem and 5 minutes solving it.”<o:p></o:p></span></div>
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<span style="font-family: Arial, sans-serif; font-size: 12pt;">"Anyone who has never made a mistake has never tried anything new."</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">"Great spirits have often encountered violent opposition from weak minds."<o:p></o:p></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";">"The secret to creativity is knowing how to hide your sources."<o:p></o:p></span></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 18px;">There are many books on creativity. My favorite classic is, <i>A Whack on the Side of the Head</i>, by Roger von Oech. (No, I don’t represent him.) The book’s a great way to stir your--or your team's--creativity.<o:p></o:p></span></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 18px;">Stay tuned to my next blog which will focus on nurturing creativity.<o:p></o:p></span></div>
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<span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 18px;">For more quotes from Einstein, visit: </span><span style="background-color: white; background-position: initial initial; background-repeat: initial initial; font-family: Helvetica, sans-serif; font-size: 10.5pt; line-height: 115%;"><a href="http://www.brainyquote.com/quotes/quotes/a/alberteins148802.html#OaOzyfG6esrK5u8o.99"><span style="color: #003399; text-decoration: none; text-underline: none;">http://www.brainyquote.com/quotes/quotes/a/alberteins148802.html#OaOzyfG6esrK5u8o.99</span></a><span class="apple-converted-space"> </span></span><span style="font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 18px;"><o:p></o:p></span></div>
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<span style="background-position: initial initial; background-repeat: initial initial; font-family: Verdana, sans-serif; font-size: 10pt;">(Margie’s firm, Simon & Associates Public Relations </span><span style="font-family: Verdana, sans-serif; font-size: 10pt;"><a href="http://www.simonspr.com/"><span style="color: #787878; mso-bidi-font-size: 11.0pt; text-decoration: none; text-underline: none;">www.simonspr.com </span></a><span style="background-position: initial initial; background-repeat: initial initial;">specializes in award-winning writing, media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></span></div>
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Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-20544624492096309642013-03-08T13:40:00.000-06:002013-03-08T13:40:39.269-06:0012 Editors’ Tips on How to Generate Media Coverage in Weekly Newspapers<br />
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<span style="font-family: Arial, Helvetica, sans-serif;"><i>PR people and those wanting to place stories in weekly newspapers: do you find it challenging? Here’s what editors and reporters from weeklies recommend:</i></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"> <span style="font-size: 7pt;"> </span> 1. <!--[endif]--><b>First and foremost, your release/story must be based in the paper’s coverage area. </b>As one editor said, <b>“If your story doesn’t <i>directly</i> relate to our area, please
don’t send us the release.” </b></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">2.<span style="font-size: 7pt;"> </span><!--[endif]--><b>Send a well-written release in AP style</b>.
Weeklies <i>also</i> value well-written releases. (Some run news releases—or parts
of them—verbatim if the release is well written.)</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">3.<span style="font-size: 7pt;"> </span><b>For event coverage, call well in advance</b>—a week or two. Reporters’ assignments fill up quickly. </span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">4. <b>“Don’t be too pushy</b>.” “Do be polite.”</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: small;"><span style="font-weight: normal;"><span style="text-indent: -0.25in;">5.</span></span><span style="text-indent: -0.25in;"> </span><b style="text-indent: -0.25in;">Timing.</b><span style="text-indent: -0.25in;"> Make sure you know their deadline.
<span style="font-weight: normal;">Check their website or call. </span></span></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; text-indent: -0.25in;">6. </span><b style="font-family: Arial, Helvetica, sans-serif; text-indent: -0.25in;">Newsworthy</b><span style="font-family: Arial, Helvetica, sans-serif; text-indent: -0.25in;">. Just because it's</span><span style="font-family: Arial, Helvetica, sans-serif; text-indent: -0.25in;"> local doesn’t mean it’s newsworthy.</span><br />
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<b><span style="font-size: 10pt;"><span style="font-family: Arial, Helvetica, sans-serif;"><br /></span></span></b></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"> 7. <span style="font-weight: bold;">“We
write about <i>new</i> local businesses. </span>If an <i>existing </i>business
has an event or promotion, we direct them to our advertising department.”</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"> 8. <b>Feature
stories should entertain and educate.</b> "The best stories include human drama. It doesn't have to be dreary. It
could be somebody overcoming person trials in their life."</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span class="apple-converted-space"><span style="line-height: 14px;">9. </span>W</span>eeklies (like dailies) have limited editorial space and reduced staffs. They're<b> very selective about what's covered, and careful not to give away a lot of free publicity</b> to
businesses.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 14px;">10. </span>“Some
will call or email with a pitch saying it's a great opportunity for the
paper, <i>when, in fact, it's the other
way around.</i><i>”</i></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="line-height: 14px;">11. </span><b>Keep
requests short.</b></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white;"><span style="line-height: 14px;">12.<b> </b></span>With press releases, </span><b style="background-color: white;">include a quote or two from an appropriate subject.</b></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;"><b style="background-color: white;">Questions or comments? Contact Margie Simon, Simon & Associates Public Relations, margie@simonspr.com </b></span><br />
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<span style="background-color: white; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18px;">(Margie’s firm, Simon & Associates Public Relations </span><a href="http://www.simonspr.com/" style="background-color: white; color: #787878; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18px; text-decoration: none;">www.simonspr.com </a><span style="background-color: white; font-family: Verdana, sans-serif; font-size: 13px; line-height: 18px;">specializes in award-winning media relations and case studies. Simon’s case studies and successful media placements have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></div>
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Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-25079240440611637162012-06-02T12:27:00.000-05:002013-07-13T15:30:26.768-05:00Ten Tips for Writing a Mesmerizing Case Study<div align="center" class="MsoNormal" style="margin: 0in 0in 10pt; text-align: center;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Ten Tips for Writing a Mesmerizing Case Study</span></b></div>
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<span style="font-family: Calibri;">1.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Start with an outline. This is your story road map. It makes writing easier and ensures your story will flow. It’s also a good way to begin writing—getting started is half the battle.</span></div>
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<span style="font-family: Calibri;">2.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Write a heart-stopping lead. Lacking inspiration? Then start elsewhere in your outline and work up to the lead. Take time to make the most important paragraph a knock-out. Great leads entice. They nearly force the reader to keep reading. Leads with emotion command attention.</span></div>
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<span style="font-family: Calibri;">3.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Use eye-opening quotes. If the interview didn’t produce any, try a follow-up call with your interviewee. Or try another customer resource. But don’t over-use quotes. That will impede your flow. You’re telling a story, not issuing a series of quotes. Pick the best and leave the rest.</span></div>
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<span style="font-family: Calibri;">4.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Write with feeling. Emotions play a major role in decision-making and case studies are used to influence decisions. Use emotional quotes and tell how a challenge affected the individual—not just the process or company—even if it is a B2B manufacturing case study.</span></div>
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<span style="font-family: Calibri;">5.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Take a break now and then. Return refreshed and ready to write.</span></div>
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<span style="font-family: Calibri;">6.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Review other case studies for inspiration.</span></div>
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<span style="font-family: Calibri;">7.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Use transitions that create seamless writing from paragraph to paragraph. Words can do it. Thoughts can do it. Quotes can do it. Just being mindful of it helps. Keep it flowing.</span></div>
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<span style="font-family: Calibri;">8.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Include brilliant photography and write cogent captions that explain the images.</span></div>
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<span style="font-family: Calibri;">9.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Add the unexpected. Was an interviewee surprised at an outcome? Include it!</span></div>
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<span style="font-family: Calibri;">10.</span><span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span><span style="font-family: Calibri;">Bring the story to a rousing close. Good quotes fit well here as do emotional summaries. Leave the reader wanting more.</span></div>
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<span style="font-family: Calibri;">For more tips on writing a great case study contact Margie Simon at margie@simonspr.com</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Margie Simon</span></b></div>
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<span style="font-family: Calibri;">(Margie’s firm, Simon & Associates Public Relations </span><a href="http://www.simonspr.com/">www.simonspr.com</a> <span style="font-family: Calibri;">specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></div>
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Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-50098442710064024332012-06-02T12:26:00.000-05:002013-07-13T15:25:41.415-05:00Case Studies Done Right: The Powerful Interview, Part I<div class="MsoNormal" style="margin: 0in 0in 10pt;">
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<span style="font-family: Calibri;">(My earlier case study posts covered the foundation of a great case study, selecting the right story and getting permission to write the story. (</span><a href="http://simonspr.blogspot.com/2011/10/foundation-of-great-manufacturing-case.html">The
Right Story</a>, <a href="http://simonspr.blogspot.com/2011/10/more-on-right-story.html">More on
the Right Story</a>, <a href="http://simonspr.blogspot.com/2011/10/getting-customer-permission-for-your.html">Customer
Permission</a><span style="font-family: Calibri;">) My next two posts focus on the heart of a case study: the customer interview.) </span></div>
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<span style="font-family: Calibri;">What’s a case study without a strong testimonial derived from a great customer interview? Non-existent, of course. Yet too many people consider a customer interview a quick phone call. They call without a plan. But a plan ensures you’ll get all the information needed to craft a compelling story. My next two posts detail the vital components of a great customer interview that generates a persuasive story. A story that inspires readers to buy your product.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Part I: Call Basics</span></b></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">The Call Plan</span></b></div>
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<span style="font-family: Calibri;">So, you ask, what’s a call plan? It’s an outline of the key points you need to write a motivating story—and the questions that will spawn them. It’s much more than, “So how’s our product working for you?”</span></div>
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<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;">Your goal is to get detailed information that provides insights, emotions, problems, solutions and great quotes.</b> Make sure your questions confirm the customer’s situation:</span></div>
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<span style="font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><span style="font-family: Calibri;">before using your product</span></div>
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<span style="font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><span style="font-family: Calibri;">while using your product </span></div>
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<span style="font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><span style="font-family: Calibri;">after using your product (how it affected their business) </span></div>
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<span style="font-family: Calibri;">With questions set, prioritize them in case your interview is cut short. That way your most important issues are covered. You can usually call back with a few short questions. Also, many interviewees request your questions in advance. Be ready to provide them.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">The Interview’s Start</span></b></div>
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<span style="font-family: Calibri;">It seems obvious, but when you call at the established time, make sure it’s still convenient. Also, make sure you’ll have no interruptions from your side. Show your subject you respect their time.</span></div>
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<span style="font-family: Calibri;">To start the call, develop rapport. The more comfortable they are, the more freely they’ll talk. With solid questions and rapport developed, you’re ready to begin the interview. My next post will cover the interview and how to get the information needed for a riveting story. </span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Margie Simon</span></b></div>
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<span style="font-family: Calibri;">(Margie’s firm, Simon & Associates Public Relations </span><a href="http://www.simonspr.com/">www.simonspr.com</a> <span style="font-family: Calibri;">specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></div>
Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-27260423757583331672012-04-28T12:36:00.000-05:002013-07-13T15:29:09.941-05:00Case Studies Done Right: The Powerful Interview Part II<div align="center" class="MsoNormal" style="margin: 0in 0in 10pt; text-align: center;">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Case Studies Done Right: The Powerful Interview Part II</span></b></div>
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<span style="font-family: Calibri;">In my last post I covered interview preparation—your goals, the outline and questions. This post focuses on the interview—how to conduct the call so you’ll get the information you need to write a story that sells your product.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Part Two: Call Components</span></b></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Listen and Respond!</span></b></div>
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<span style="font-family: Calibri;">It seems obvious, but it’s not always done. Even though you’re recording the interview—listen to <i style="mso-bidi-font-style: normal;">every word</i> your subject says. But don’t just listen for the answers. Listen for follow-up comments —even quick asides. Those comments may answer other questions. But they may also provide the perfect quote—<i style="mso-bidi-font-style: normal;">the one that helps sell your product</i>. So listen, listen, listen and take careful notes. Not getting those comments? Make sure you’re asking “how” and “why,” not just “what.” <span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: Calibri;">Include questions like:</span></div>
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<li class="MsoNormal" style="line-height: normal; margin: 0in 0in 0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Calibri;">“How was this challenge affecting your business?” <b style="mso-bidi-font-weight: normal;"></b></span></li>
<li class="MsoNormal" style="line-height: normal; margin: 0in 0in 0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Calibri;">“Why were you concerned the new product wouldn’t work?”</span></li>
<li class="MsoNormal" style="line-height: normal; margin: 0in 0in 0pt; mso-list: l0 level1 lfo1;"><span style="font-family: Calibri;">“How did you get the results you needed?” </span></li>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Emphasize emotions</span></b></div>
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<span style="font-family: Calibri;">Everyone knows that buying decisions are not based just on facts. They’re also based on emotions—even in a B2B case study. So in your interview cover the challenge <i style="mso-bidi-font-style: normal;">and</i> how it affected them. </span></div>
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<span style="font-family: Calibri;">How did they feel when they faced the challenge with no solution in sight? How did they feel when they realized that your product solved their problem? Emotions are a real attention-grabber. Make sure you capture their emotions as you interview them. </span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Do You Have Great Quotes?</span></b></div>
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<span style="font-family: Calibri;">Quotes are the lifeblood of a story. They’re the essence of the testimony. If you’re completing the interview without a great quote, try rephrasing a key question. Have you asked “why?” Have you asked what wasn’t asked that should have been? Have you asked how it felt to find a solution? That’s all fodder for a great quote.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Conclusion</span></b></div>
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<span style="font-family: Calibri;">Before you thank them, remind them of the process and timelines for drafts, revisions and final approvals. This eliminates unwanted surprises.</span></div>
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<span style="font-family: Calibri;">Of course there’s much more to great interviews. Experience helps. <i style="mso-bidi-font-style: normal;">But interviewing is an art</i>. That’s why many leave case studies to a professional writer who specializes in case studies. <b style="mso-bidi-font-weight: normal;">Testimonials are the best marketing tool available, and you only get one chance from each opportunity</b>.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Margie Simon</span></b></div>
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<span style="font-family: Calibri;">(Margie’s firm, Simon & Associates Public Relations </span><a href="http://www.simonspr.com/">www.simonspr.com</a> <span style="font-family: Calibri;">specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></div>
Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-37252389160743957022012-04-17T19:29:00.001-05:002013-07-13T15:29:34.691-05:00Case Studies Done Right: The Powerful Interview, Part I<div class="MsoNormal" style="margin: 0in 0in 10pt;">
<span style="font-family: Calibri;">(My earlier case study posts covered the foundation of a great case study, selecting the right story and getting permission to write the story. </span><span style="font-family: Calibri;">My next two posts focus on the heart of a case study:<span style="mso-spacerun: yes;"> </span>the customer interview.)<span style="mso-spacerun: yes;"> </span></span></div>
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<span style="font-family: Calibri;">What’s a case study without a strong testimonial derived from a great customer interview? Non-existent, of course. Yet too many people consider a customer interview a quick phone call. They call without a plan. But a plan ensures you’ll get all the information needed to craft a compelling story. My next two posts detail the vital components of a great customer interview that generates a persuasive story. A story that inspires readers to buy your product.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Part I: Call Basics</span></b></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">The Call Plan</span></b></div>
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<span style="font-family: Calibri;">So, you ask, what’s a call plan? It’s an outline of the key points you need to write a motivating story—and the questions that will spawn them. It’s much more than, “So how’s our product working for you?”</span></div>
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<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;">Your goal is to get detailed information that provides insights, emotions, problems, solutions and great quotes.</b> Make sure your questions confirm the customer’s situation:</span></div>
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<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">before using your product</span></div>
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<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">while using your product </span></div>
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<span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;">·<span style="font-family: 'Times New Roman';"> </span></span></span><span style="font-family: Calibri;">after using your product (how it affected their business) </span></div>
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<span style="font-family: Calibri;">With questions set, prioritize them in case your interview is cut short. That way your most important issues are covered. You can usually call back with a few short questions. Also, many interviewees request your questions in advance. Be ready to provide them.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">The Interview’s Start</span></b></div>
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<span style="font-family: Calibri;">It seems obvious, but when you call at the established time, make sure it’s still convenient. Also, make sure you’ll have no interruptions from your side. Show your subject you respect their time.</span></div>
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<span style="font-family: Calibri;">To start the call, develop rapport. The more comfortable they are, the more freely they’ll talk. With solid questions and rapport developed, you’re ready to begin the interview. My next post will cover the interview and how to get the information needed for a riveting story. </span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Margie Simon</span></b></div>
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<span style="font-family: Calibri;">(Margie’s firm, Simon & Associates Public Relations </span><a href="http://www.simonspr.com/">www.simonspr.com</a> <span style="font-family: Calibri;">specializes in case studies, for which she has won numerous awards. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></div>
Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-18549805016742523382011-10-20T15:12:00.001-05:002013-07-13T15:28:21.973-05:00Getting Customer Permission for Your Case Study<div class="MsoNormal">
<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Once you’ve identified a great case study, the first critical juncture is getting permission to write it. That sounds simple, but in fact, there’s much more to asking than a quick call. And the approach you take can make or break your story.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Making certain it’s the right story</span></b></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">How do you know if your customer is happy? With larger-ticket items, generally, it’s your salesperson. Typically, they sold the product and—if they’re good—have followed up with the customer to make sure they are happy. </span></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">They also know the customer’s temperament. Would this customer enjoy telling his/her story, or would it be a hassle for them? If it’s the latter, it may not be the ideal story. If it’s a hassle, they may be less enthused about praising your product. Unless the story is truly unique or unusual, it may be better to consider another story.</span></div>
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<b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">The salesperson—your key to permission</span></b></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">If your sales person is confident of your customer’s enthusiasm, you’re ready for the next step. That, too, involves your salesperson*. At this point, it’s time for your salesperson to contact your customer. If asking in person is an option, that’s ideal. If a personal visit isn’t possible, a phone call is your next best bet. First of all, verify that your product is still working well and solving their challenge. If so, then tell them how excited your company is about this case study and that they’d love to profile your company in a case study about their use of the product. </span></div>
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<b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Handling hesitancy</span></b></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">If there’s any hesitancy, be ready to provide more information: What’s involved (an interview, follow-up questions, first draft, review, final draft and approval). This is a good time to tell the customer about the writer and his/her credentials. (Have his/her stories been published before? Where? How often? With what results?) It’s important that your customer know the writer is good, experienced and will represent their company well. Then be ready with the process: the writer will call the customer to set up a time at his/her convenience for the interview. </span></div>
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<b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Go—or no</span></b></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">At that point the customer should be ready to accept or decline. If they agree, set the ball in motion quickly. A lagging time frame can reduce enthusiasm. If they decline, avoid trying to convince them, as there’s less chance they’ll provide dramatic quotes for you. And great quotes are the lifeblood of a story. If the customer lacks enthusiasm, in most cases, it’s time to move onto another case study.</span></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">With permission granted, it’s time to move onto the story. In my next article I’ll discuss keys to writing a successful case study.</span></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">*In some cases, an engineer or other contact may have worked most closely with the customer and have a solid relationship. Under those circumstances, they are the appropriate contact to seek permission.</span></div>
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<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">(Margie’s firm, Simon & Associates Public Relations </span><a href="http://www.simonspr.com/">www.simonspr.com</a> <span style="font-family: Verdana, sans-serif;">specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span></div>
Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-38743255599614812292011-10-13T14:44:00.002-05:002011-10-20T15:13:24.759-05:00More on the Right Story<div class="MsoNormal" style="text-align: left;"></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">In my last article I covered the factors involved in choosing the right case study. First, we compared different types of stories and their impact. Next, we talked about consistency—if your product becomes a part of their manufacturing process or if it’s only used occasionally. Today we’ll talk about timing, trends and location.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><br />
</b></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;">Timing</b> <o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">A great story stands its best chance at publication in a leading magazine or e-zine if it fits into a magazine’s editorial calendar. That’s a list of topics to be covered in each issue. If your story matches a topic, it’s more likely to be publicized. A good PR professional will align your story with a magazine’s editorial calendar and pitch the story based on the calendar, among other things.<o:p></o:p></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;">Trends</b><o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Maybe there’s a hot topic in manufacturing these days. If you have a case study that deals with that topic, by all means, proceed! Editors crave material related to a <i style="mso-bidi-font-style: normal;">current</i> trend—or a potential new one.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><br />
</div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Location<o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Location can also be a factor. Does your story take place in a city that’s a hotbed for manufacturing? Or, is your story about a small manufacturer in a town that depends on this business for their economic well-being. That can add news value to your story. Finally, maybe your story is located in an exotic location. That, too, can add story appeal.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><br />
</div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">There you have it, just a few of the criteria for a great story—not just a good one. In future case study blogs I’ll discuss getting permission to do the story, writing the story and publicizing it. All are critical factors in a successful case study that serves as a key marketing tool for your business. I hope you’ll join me.<o:p></o:p></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">(Margie’s firm, Simon & Associates Public Relations <a href="http://www.simonspr.com/">www.simonspr.com </a>specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign and have helped clients achieve double-digit sales growth.)</span><o:p></o:p></div>Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0tag:blogger.com,1999:blog-7778792648518852903.post-42388323036632847222011-10-06T13:43:00.001-05:002011-10-20T15:15:05.713-05:00The Foundation of a Great Manufacturing Case Study: The Right Story<span class="Apple-style-span" style="font-family: Verdana, sans-serif;">What’s better for business than a magazine or online story talking about how good your product is? There’s nothing like the power of a good story. You know, one that tells how your product saved the day for a customer! Problem-solving testimonials are powerful marketing tools and strong lead generators.</span><br />
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</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">However, each story, or case study, is unique. Some are particularly strong and show remarkable gains made by using your product. Others are less impactful. Selecting the wrong story can mean wasted time and money. So choosing the right case study is vital to success.<o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">In a series of upcoming articles, I’ll outline what creates a great story that can become a focal point of your marketing campaign— PR, advertising and more. A story that gets used. <o:p></o:p></span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">First and foremost is story selection.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></b></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">The Right Story<o:p></o:p></span></b></div><div class="MsoNormal"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">A product’s sales can number into the hundreds or thousands or more. Obviously some of those sales are better candidates for case studies than others. How do you identify a potentially great case study? In a series of ways.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><br />
</span></b></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">A Happy Customer<o:p></o:p></span></b></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">It seems obvious, but it’s sometimes overlooked. Your customer must be exceedingly happy with your product. Not somewhat happy. Not occasionally happy. But truly thrilled with your product. The quality of the story is directly correlated to the customer’s reaction to your product. A lukewarm customer is no place to begin a case study. More on this in another article.<o:p></o:p></span></div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><br />
</div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Solving a Problem<o:p></o:p></span></b></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Second, in B2B, many products solve a manufacturing or an end-use problem. The more significant the solution, the stronger the case study. For example, a company’s product may take significant time and labor to produce. By using your product, the manufacturer may save time, labor, headaches or a combination therein. The more challenges your product overcomes, or the more significant the challenge, the stronger your case study.<o:p></o:p></span></div><div class="MsoNormal"><br />
</div><div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;"><b style="mso-bidi-font-weight: normal;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Consistency<o:p></o:p></span></b></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">Third, a great case study is consistent. In other words, your product makes a permanent difference for the manufacturer, rather than an occasional difference—your product becomes an integral part of their system. Or, if it’s only used occasionally, it provides consistent, dramatic savings—or help—when needed.<o:p></o:p></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><br />
</div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;">If you have a client who is consistently happy with your problem-solving product, you may have a great case study. My next blog will offer more criteria for a riveting story. This will include timing, trends and location. I hope you’ll join me.<o:p></o:p></span></div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><br />
</div><div class="MsoNormal" style="margin-bottom: .0001pt; margin-bottom: 0in;"><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"> (Margie’s firm, Simon & Associates Public Relations <a href="http://www.simonspr.com/">www.simonspr.com</a> specializes in award-winning case studies. Simon’s case studies have become the focal point for many a client’s marketing campaign, and have helped clients achieve double-digit sales growth.)</span><o:p></o:p></div>Margie Simonhttp://www.blogger.com/profile/05661429740478892757noreply@blogger.com0