Most enterprises understand the value of effective corporate and product brochures and a compelling website, but many enterprises underestimate the value of success stories—also known as case studies.

"Few things are harder to put up with than the annoyance of a good example," Mark Twain once quipped. In a business context, managers and technical professionals alike respond to the power of example, which is the essence of a business success story.

Today, business customers are demanding; they require that vendors deliver success stories tailored to the customer's particular industry. To justify their investment in the solution, they need real-world proof that your company's solution has been successfully implemented at another company.

Accordingly, enterprises face a critical challenge: They must produce case studies in each of their core target verticals.

Success Story Value: Seven Points to Consider

The following are the top reasons that success stories are such a crucial part of the marketing process, especially when complex business issues and solutions are involved:

1. Examples aid understanding. Complex business issues and solutions can be better understood through examples. Most people have struggled with a difficult concept, only to grasp it when someone explains it by saying "for example..."
2. Success stories generate empathy. Properly written success stories enable the reader to empathize with the problem or challenge that the customer in the success story faced—in many cases, because they face a similar problem.
3. Success stories are credible. Marketing success stories seem more credible to readers than marketing brochures—because success stories relate a factual situation rather than marketing claims.
4. Success stories tell a tale. People love a story. The success story writer weaves a tale that can help readers take the first step toward solving a complex, and potentially expensive, business challenge.
5. Success stories address a specific audience. Your potential customers want to feel that their specific needs are being addressed. If the customer is in the healthcare industry and the success story describes an application at a telecom, it's hard for the customer to identify with the story. That's why most enterprises that adopt success stories as a key marketing vehicle tailor at least one success story to each main audience they target.
6. Success stories can demonstrate ROI. In some success stories, the benefits of the solution can be quantified. A return on investment that can be documented can help form a compelling case for the adoption of the solution.
7. Success stories promote client satisfaction. As a form of closure to a successful client project, success stories can increase client satisfaction. Some enterprises provide a PDF file, printed copies, or even a framed hard copy of the final success story to their clients as a form of thanks. A framed copy that hangs on the wall of the customer's office is a symbol of the successful relationship between the customer and the solution provider.

For many enterprises, expanding the role of success stories in their marketing and sales strategy can provide the missing piece to the puzzle. Effective success stories can be posted on the website, handed out at conferences, packaged and tailored to particular audiences for client meetings, and sent in direct mail packages.

In highly competitive businesses, success stories can provide the competitive advantage that enterprises need.

However, writing success stories without a careful plan can lead to suboptimal results—duplication of target audiences and omission of others, for example. At the same time, poorly written or disorganized success stories reflect badly on the organization—causing more harm than good. And an improper approach to success story writing—failing to involve the customer at the right times, for example—may alienate the customer.

For those reasons, many businesses retain the services of those that specialize in writing success stories—agencies or freelancers. If, however, members of your marketing team or your product managers are up to the task themselves, they should keep in mind the following best-practices for writing successful case studies and success stories.

How to Write Success Stories That Succeed

Here are seven proven steps for writing success stories.

1. Convince the customer

In many enterprises, the customer is the number one factor that limits development of success stories.

To help convince customers to agree to sign their name to a success story, you must explain the benefits they will derive. For example, remind them that they can show the completed success story to senior management or board—demonstrating that they are innovative, solution-oriented, and focused on business benefits.

Another way to help convince customers is to tell them they will receive a framed copy of the final success story as a form of thanks. That framed copy, hanging on the wall of the customer's office, will become a symbol of the successful relationship between the customer and the solution provider. Over the years, colleagues, co-workers, visitors, and others will see that physical reminder of their achievement.

2. Work with customers to ensure success