Super Agent

Break Through the Noise

If you’re looking to break through the noise in the marketplace to attract new clients, one of the tools in your attraction toolbox, and a powerful component of your lead-attraction strategy, should be case studies. According to marketer Lee Odden, “Effective case studies are stories that connect with the reader on an emotional level and at the same time, provide intellectual justification – data”. Buyers today are armed with the technology to research you in the same way that you are researching them, so making detailed case studies available to them showcases successes, builds credibility and conveys the value you provide. How do you develop one? Consider these 4 steps:

  1. Identify Advocates: Do you have clients who are passionate about you and are willing to highly recommend you? If so, then you have found your advocates. Give them the opportunity to share their experiences
  2. Ask Detailed Questions: Don’t wing the interviews you have in the development process. Each question should be thought-out, focused and detailed enough to encourage answers with quantifiable metrics. Be sure to touch on all points that would be important to your ideal client.
  3. Spend Time Formatting: Be aware that there are various types of readers—those who crave details, those who skim headlines and look for graphics and those who fall somewhere in between. Make sure to incorporate something for everyone in your study.
  4. Deploy: Use it on your website, in targeted messaging content and during the sales process in conversations with prospects. It is especially useful to bring case studies to your conversations in order to better align with decision-makers and to be used as a catalyst for dialog around the issues or risks they are facing.
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