Case Studies
Making your prospect's short list--Case studies provide
credible proof points that collateral can't
A recent survey found that 62 percent of users
would register on a web site to access case study content.1
In our skeptical world, that speaks volumes about how much people
value that information.
Your prospects are people too. They've been
burned. And they want to know that your company can do what you say
it can. No-nonsense, metrics-rich, no-marketing-fluff case studies
bridge the gap between skepticism and putting you on the short list.
My clients are busy people. They have better
things to do than hold a writer's hand.
That's where my experience comes in. I've been
writing
case studies for years. I
understand technology. The issues that IT professionals face. And
the mindset of the prospect team that considers your company.
The beauty of case studies is that they represent
a fantastic opportunity to capture the sweat equity your company has
built. It's a chance to get your customer advocates on the record to
talk about what they LOVE about you.
Getting people to talk is one thing. Getting them
to talk about what your prospects want to hear is something very
different. That's why my interviewing skills--learned and honed
courtesy of the U.S. Army--really shine. I even wrote a
primer on how marketing and PR
professionals can get the very content your prospects hunger for.
Things like:
 Metrics-based
proof points
The
business, financial and technological benefits your solution
delivers
An
interesting, no-nonsense story that resonates with your prospects
Contact me now to learn how I can
help your case study program grow and prosper.
1“White
Papers vs. Webcasts: What Prospects Prefer - New Data,”
KnowledgeStorm report summarized on MarketingSherpa, May 09, 2007,
http://www.marketingsherpa.com/article_print.html?id=29964. |
