Page 97 - Duct Tape Marketing

Duct Tape Marketing

client.) There are many ways to structure a good case study but, at the
very least, I like my clients to answer these four questions:

1. What solution were you seeking when you hired us?
2. What did/do we provide that you value the most?
3. What has been the result of working with us?
4. What would you tell others who are considering hiring us?

Now package those answers in a one-page document and move
on to about ten more clients for the same. This tool may become your
greatest marketing weapon in a world of prospects looking for an
authentic marketing story to latch onto.

It should be no surprise that the actual users of your services are
better prepared to offer great marketing copy for other prospective
users, but few business marketers take advantage of this resource.

Testimonial Proof
Third-party endorsements are another way to add proof that

you do indeed deliver as promised. Collect quotes from real, live
clients and create a page titled “See What Others Have to Say About
Us.” Try to get quotes that focus on the results you have helped
them realize. These quotes can be some of the strongest selling tools
you have. New technologies make it easy to create audio and video
testimonials too. Here are some suggestions for acquiring powerful
testimonials:

 Craft some proposed testimonial copy and present it to your
clients for approval.

 Ask a prospect to obtain a testimonial from your clients (they
will copy you).

 Photograph your clients using your product or associating
with your brand.

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