The Inside Story: Case Studies Support Sales

Meredith Springfield case study

Caroline Lee, Director of Public Relations

One of the most powerful sales tools marketing can provide is a case study. While case studies can take many forms, from feature articles to testimonial ads and videos, they are one of the most valued marketing investments. Maybe you’re interested in supporting your sales team but you don’t know exactly what a case study is, or perhaps you just need the right pitch to make sure your business earmarks part of the marketing budget to develop your story. At Market Mentors, we’ve drafted case studies that have helped sales teams deliver results across multiple platforms and industries. Here is what it’s all about:

What is a case study?

Case studies are storytelling for sales. Presented in a “problem, solution and results” format, these narratives home in on the most common pain points of the personas you sell to — and then they offer a real-world solution with demonstrated results. These stories can be crafted in the form of an article and shared with trade press for editorial coverage, condensed into short statements that are just the right size for a print ad or billboard, and they can even be very effective television and radio ad messages… and the best part is that you don’t have to pick just one. Once developed, a case study can be repurposed across mediums that will be sure to reach your target audience, while maximizing the marketing budget.

Why are case studies so effective? The answer is threefold:

  1. Case studies identify with your target audience first. Sometimes radio or TV commercials are only 15 to 30 seconds long… so it’s easy to use up all that time just talking about your business, products or services. However, that “hard sell” approach can alienate your target audience because you don’t take the time to identify with them first. The same holds true for longer articles. It can be so tempting to write a full-page article about all the great things you do and offer… but people have short attention spans and know when they are being sold. Take a moment to paint a picture for your audience by using a “soft sell.” Show them you understand the challenges they face, and then show them your solution.
  2. Customer contribution adds credibility. You can say your product or services are the best, but it resonates more when a third party agrees. Capitalize on your success and ask your happy customers to share their experience working with you. Not only is the end result more credible marketing, but it’s an opportunity to strengthen your relationship with key clientele.
  3. They answer, “What’s in it for me?” By providing an actual example of real-world application, the burden of proof is lifted and the question changes from “why would I buy your product or use your service?” to “why wouldn’t that work for me?” That’s a much warmer conversation for your sales team, and one step closer to converting a prospect to a customer.

Have a great story to share but not sure how to get started? Contact us today and we can not only help you draft the story, but we’ll also help you extend the reach of your message. From traditional advertising and public relations, to websites and social media, Market Mentors can help shine a spotlight on your success.

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