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๐—ฅ๐—ฒ๐—บ๐—ฎ๐—ฟ๐—ธ๐—ฎ๐—ฏ๐—น๐—ฒ ๐—ฆ๐˜๐—ผ๐—ฟ๐—ถ๐—ฒ๐˜€ ๐——๐—ฟ๐—ถ๐˜ƒ๐—ฒ ๐— ๐—ฒ๐—ฎ๐—ป๐—ถ๐—ป๐—ด๐—ณ๐˜‚๐—น ๐—•๐˜‚๐˜€๐—ถ๐—ป๐—ฒ๐˜€๐˜€

๐‘๐ž๐ฆ๐š๐ซ๐ค๐š๐›๐ฅ๐ž ๐ฌ๐ญ๐จ๐ซ๐ข๐ž๐ฌ ๐๐ซ๐ข๐ฏ๐ž ๐ฆ๐ž๐š๐ง๐ข๐ง๐ ๐Ÿ๐ฎ๐ฅ ๐›๐ฎ๐ฌ๐ข๐ง๐ž๐ฌ๐ฌ


Case studies can drive your message and will explain your solutions better to clients, investors, and the team.


They offer immediately compelling stories, indelibly remembered (much better than facts alone).* Let's look at their key components:


๐—›๐—ฒ๐—ฎ๐—ฑ๐—น๐—ถ๐—ป๐—ฒ. Emphasize achieving clear outcomes in a way that resonates with the reader. Value impact over facts (e.g. '15% more sales' is great but 'conquered a new category' is more powerful).


๐—ฆ๐—ถ๐—บ๐˜‚๐—น๐—ฎ๐˜๐—ถ๐—ผ๐—ป. Make readers imagine themselves in the scenario. Provide details, cues, and other stimuli to bring them into your story.* (If youโ€™re more a factualist, then call upon creative people.)


๐—ฉ๐—ถ๐˜€๐˜‚๐—ฎ๐—น๐—ถ๐˜‡๐—ฒ. Include various charts and graphics, pictures, audio, and/or video to make the story more relatable and learning more dynamic (since people discover ideas differently).


๐—ฉ๐—ผ๐—ถ๐—ฐ๐—ฒ. Communicate through your clientโ€™s perspective (e.g. industry terms and needs). Include quotes to capture actual voices.


๐—˜๐—ป๐—ด๐—ฎ๐—ด๐—ฒ. Define the next step so the audience can apply the lesson.


The right case study allows the viewer to easily understand your purpose, thereby evoking a stronger and lasting engagement.



* Thanks to Chip Heath and Dan Heath whose book ๐˜”๐˜ข๐˜ฅ๐˜ฆ ๐˜ต๐˜ฐ ๐˜š๐˜ต๐˜ช๐˜ค๐˜ฌ taught me a ton about marketing (as I'm still learning). They describe powerful stories as being able to convey โ€œsimulation (knowledge about how to act) and inspiration (motivation to act).โ€

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