In my professional opinion, case studies are more effective than brochures or traditional sales collateral.
Here is why.
Everyone loves a story. Stories stir up emotions and give your presentations more power. Therefore, the best way to tell a marketing story is to present a case study. Besides, a case study can be very versatile. It can benefit your company on many different levels.
A case study explains how a company solved a problem by using specific process, strategy or idea. It is a product success story, a valuable addition to your marketing arsenal and a credibility booster. Unfortunately, very few companies take advantage of the power of case study marketing. Some marketers make the mistake of using a case study only as a press release. They do not attach their success stories to other sales, advertising, PR and marketing channels.
There is no specific, clear-cut formula for a case study. But I would like to provide a few basic guidelines that will steer you in the right direction and give you some valuable ideas.
Here is what you can do:
1. Use it as a testimonial.
The quotes obtained from your clients or customers will have a strong impact on your credibility.
3. Post it on your website.
This could help you drive traffic to your website. Don’t forget that you should always update and refresh your content.
4. Give it to your sales representatives.
Sales people love case studies. They will gladly use them in presentations. A case study is more convincing than a brochure, as I pointed out above.
5. Turn it into a press release.
A case study can be easily reformatted and turned into a press release. Editors may pick it up and give you some exposure.
You don’t have to be overly creative to create a case study. Most case studies pretty much follow some variation of this time-tested outline:
–Who is the customer?
-What was the problem?
-What was the solution?
-How did the customer use the product or service?
-Describe the results and benefits the customer is getting
-Would they recommend it to others?
By using a satisfied client or customer as an example, your case study demonstrates how well your product or service works. Instead of delivering a pile of boring facts, figures, and analytical details, you tell an engaging story that demonstrates your product’s effectiveness. Some prospects may be a bit skeptical of sales literature and all the hype and puffiness that goes into it. Case studies, however, are based on real-life experiences and are regarded as credible third-party endorsements.
About the Author:
Angela Kambarian is a President of Essential Communications in Long Beach NY. She provides marketing consulting and writes results-driven marketing collateral materials for different companies, organizations and entrepreneurs. For more information, please visit her website at www.kambarian.com