When it comes to buying anything—whether it is a product or a
service—the first things we all want to know are “What can it
do for me, and how effective is it?” Then we want proof, right?
So how do you offer up the kind of proof that turns
tire-kickers into paying customers?
Well, the best way is with testimonials.
But if you don’t have those, or can’t use them in your
industry, the next best thing is a case study. And even when
you do have testimonials you can use, a case study offers even
more information. Plus you can always put the two together for
Case studies are easy to write once you understand the basic
format. And they can be just a few short paragraphs, or a
full-fledged white paper up to about 18 pages long. Either way,
the same basic rules apply.
The best part is, the information I’m going to share with you
today can just as easily be applied to testimonials. And it is
the basis for most sales letters too...
It really isn’t hard. You just need to break it down into this
**Problem (or Pain or Concern) + Solution = Results**
It’s that simple.
Let me show you what I mean...
I’ll use a short case study from one of my own client projects
as an example:
Step #1: Explain the Problems, Pains or Concerns
The idea here is to give readers an idea of why the client bought your product or
service. You want this to really hit home with the reader and get them
thinking, “That’s me!”
So the more you know about your ideal
clients—and their wants, needs and problems—the easier it’s
going to be to write a case study that connects with them.
Example #1: “Because of my outdoor industry background and
years of experience doing outdoor sports, MSR (a leading manufacture of outdoor equipment), came to me to write the sales
copy for their dealer workbook. At the time, they were getting ready to
launch a highly-innovative new Fast & Light backpacking
tent collection. And knew this was going to be especially
tricky because many of the new tent designs were WAY
Some were oddly shaped, a few were floorless tarp shelters, and
one was a strange-looking single-wall design. Until recently,
most consumers thought fast & light meant bug-filled, damp and
uncomfortable (at best). But at that time there was growing
mainstream interest in reducing weight.
However, the company just wasn't sure how they were going to get buyers
interested in the new designs and keep them from ordering only
the more traditional-style tents—especially since tents take up
a lot of valuable floor space in a store.”
Step #2 Outline the Solution
Now, explain what you did to solve their problems. You don’t have to
go into every detail. Just show that you came up with a
well-thought-out solution to the problems and concerns you outlined above, and why you thought this would be the best way
Example #2: “After much discussion with their tent, sales, and marketing teams, I came up with a
sales angle that positioned the tents as steps in a ladder
going from more traditional, to hybrid shelter, to tarp-style
shelter. So if a buyer ordered the whole line, then customers
could choose the right balance of light weight and comfort for
them. And the store would have an option to suit everybody.”
Step #3 Spell Out the Results
This is the most important part. No one cares about what you do
near as much as they care about what you can do for them.
Show ‘em by explaining the great results you created for
Example #3: “It worked like a charm. Their Fast & Light
collection quickly became the largest and most successful in their tent
line, and the Hub tents from that collection have become best
sellers. The company also went on to win numerous
awards including Backpacker Magazine’s Editor's Choice for two of their most
innovative (and weird looking) designs.”
Step #4 Make it Sell (optional)
Depending on how you use your case study, you could even put in
a quick pitch and call to action at the end. If you’ve written
it right your reader may be convinced to hire you to do the same
thing for them. You could throw in something like...
Ready to take your sales to the next level? Call me at
___________ to find out how I can help.
Or better yet, offer a link to more information in the form of a free report they can download in exchange for their name and email. That way, if they’re not ready to buy right then you can help them learn more—and stay in touch until they are.
That’s it. Done. Now post it on your Website. Add it to your
press kit. Or put it in the package you give to prospects. It’s
sure to add credibility and let people see the benefits of
buying from you.
Practical Marketing Expert Stacy Karacostas is on a mission to end entrepreneurial overwhelm and burnout Discover how to grow a thriving, six-figure business—and still have life—by downloading your FREE copy of her “Success without Shackles Starter Kit” at http://www.TheUnchainedEntrepreneur.com
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