Page 96 - Duct Tape Marketing

Produce Marketing Content That Educates

Case Studies
Pick representative clients or industries, and outline how your

product or service solved someone else’s challenge. Case studies allow
readers to see themselves getting relief. An effective case study format
states

 the situation
 the problem
 your solution
 the result

Case studies are even more powerful when they contain photos of
your client, project, or solution accompanied by a testimonial quote
from the client. Over time you can collect more and more of these and
draw upon the ones that fit an industry or problem that is relevant to
your prospect.

Video testimonials and case studies have become commonplace
and should be part of your online strategy content.

Involve Your Clients in Telling the Story
Case studies have long been recognized as an effective way to

offer proof that your product or service does what you say it does. The
idea behind this tool is that prospects can read how you helped some-
one just like them and come to the conclusion that you can repeat that
performance. The only problem, though, is that most case studies I
come across don’t really do much—people know they should have
them, but they really don’t know how to create them.

Here’s my advice. If you want to write a really good case study,
involve your client in its creation. My method is to actually set up an
interview with a client, with the communicated intent of getting their
help in the creation of their story. (Oh, and in case you didn’t jump
to this conclusion yet, this is a great way to resell them on being your

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