Answer that question convincingly, and you'll be successful. One of the most effective ways to communicate the performance of your products and services is by offering a case study. Case studies break through the typical language of marketing claims to discuss how you've specifically helped a client to solve a problem or fill a need.
Case studies gain credence, too, by providing details about an existing client's needs instead of offering vague generalities. A typical scenario might be:
" Before using our product/service, our client suffered from __________________ and because of that, he/she was in danger of ___________________. They were afraid they wouldn't be able to afford to adopt our _________________, but after we showed them how much would save by not having to ________________, they actually were better off financially, almost immediately. The positive results were verified quickly. In fact, just two weeks after _______________, our client reported ___________________!
That was two years ago. In the meantime, they've referred half a dozen friends and family members, all of whom have experienced similar benefits. These referrals have been so effective in building our business, we are now implementing a rewards program of gift certificates to popular area restaurants to thank referring clients."
Marketing this way works because you use your strong past performance to earn new business. But your story does have to be told clearly so that prospects can easily imagine gaining similar benefits by becoming your client.
There is no more effective way to share a case study than through a well-produced video. Here's why:
Video that includes a variety of visual elements avoids the mind-numbing effects of watching and listening to a "talking head."
People either learn by hearing, seeing or doing. Video comes closest to letting the viewer
experience all three stimuli, sometimes all at once! The result is people absorb and retain four to five times as much content by watching a video.
Tell a real story, and tell it right!
PLEASE NOTE! You should always seek your clients' approval before offering case studies that describe their business activities. Be sure to allow time to submit a draft of their case study for their approval before publishing anything. And of course, write the case study in such a way to reflect favorably upon you and your client.
Director Doug
[email protected]
Case studies gain credence, too, by providing details about an existing client's needs instead of offering vague generalities. A typical scenario might be:
" Before using our product/service, our client suffered from __________________ and because of that, he/she was in danger of ___________________. They were afraid they wouldn't be able to afford to adopt our _________________, but after we showed them how much would save by not having to ________________, they actually were better off financially, almost immediately. The positive results were verified quickly. In fact, just two weeks after _______________, our client reported ___________________!
That was two years ago. In the meantime, they've referred half a dozen friends and family members, all of whom have experienced similar benefits. These referrals have been so effective in building our business, we are now implementing a rewards program of gift certificates to popular area restaurants to thank referring clients."
Marketing this way works because you use your strong past performance to earn new business. But your story does have to be told clearly so that prospects can easily imagine gaining similar benefits by becoming your client.
There is no more effective way to share a case study than through a well-produced video. Here's why:
Video that includes a variety of visual elements avoids the mind-numbing effects of watching and listening to a "talking head."
People either learn by hearing, seeing or doing. Video comes closest to letting the viewer
experience all three stimuli, sometimes all at once! The result is people absorb and retain four to five times as much content by watching a video.
Tell a real story, and tell it right!
PLEASE NOTE! You should always seek your clients' approval before offering case studies that describe their business activities. Be sure to allow time to submit a draft of their case study for their approval before publishing anything. And of course, write the case study in such a way to reflect favorably upon you and your client.
Director Doug
[email protected]
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