On the case

How can you showcase your product or service in a way that builds credibility, creates rapport and addresses potential concerns? Write a case study! A case study is an extended testimonial that describes a problem, provides the solution and shows the results. It gives your business credibility because it’s an endorsement from someone who has no ulterior motive. And it allows you to talk through any issues or concerns that a real customer had—and how they were overcome. A case study isn’t about sugar coating everything; it’s about describing the reality that your customers can expect.

Ideally, a case study involves a candid interview with a client and because you want honest answers, consider asking someone who hasn’t worked with the client to do the interview. Whoever you choose to do the interview, make sure they have some background information. Let’s look at each part of a case study, its purpose and the questions to ask. For the purposes of this article, we’ll call your business Company XYZ.

Before – Set the scene
Give a brief description of your client’s business and, in particular, describe the challenge they are trying to manage. This allows readers to identify with your client and the challenge they face. The aim is to have readers saying, “Wow! We’re going through that right now!” I need to read more about this.”

Consider asking:
• How many employees do you have?
• What sort of services / products do you provide?
• What was the situation that motivated you to contact Company XYZ?
• What problem did you want to solve?
• Why did you choose to work with Company XYZ?
• Did you have any misgivings or concerns?

During – Provide the solution
Take your reader through the process that you followed with your client. This sets the expectation for what your readers can expect when they engage you to provide a service or buy your product. You can also discuss any issues that might have occurred—and how you resolved them.

Consider asking:
• Step me through what happened when you contacted Company XYZ.
• What process did they follow?
• Did everything run smoothly?
• If not, what did Company XYZ do to fix any issues?
• You mentioned that you had some concerns / misgivings. Did Company XYZ alleviate these? If so, how?

After – Describe the outcome
Okay, now your client is standing on the podium, holding the Oscar and thanking guess who? Yes, you. Why? Because surely they are only there because of the exceptional service / product you supplied. This section gives your reader hope for change by describing your client’s much improved situation. It also shows them what they can expect from your product / service. So ensure that the expectation you set is realistic.

Consider asking:
• What is different since you used Company XYZ’s service / product?
• How much money has it saved you? Earned for you?
• Does your business run more smoothly?
• Did Company XYZ meet your expectations?
• What would you say to anyone considering using Company XYZ?

A case study is an excellent marketing tool. Choose clients that fall into your ‘ideal client’ group so you’ll attract similar clients. The most important thing to remember is to keep it real and limit the total number of words to 400 or less. To maintain good client relations, it is also advisable to show your client the case study before you send it into cyberspace or off to the printer.

A Challenge

Is there something you’ve always wanted to do, yet haven’t? Or something you’ve just thought might be fun, yet haven’t made the time? I’ve always wanted to learn karate.

My challenge is that I’ve never been very flexible—or co-ordinated. My childhood ballet teacher told me I “danced across the stage like an elephant”. My step-aerobics instructor suggested I “forget about moving your arms, just focus on keeping your legs in time”. So you can see, I have a couple of excellent reasons for not embracing the concept of karate.

How can someone with the spinal flexibility of a steel rod ever expect to do a head kick? How can someone with my apparent lack of co-ordination ever hope to execute a series of decisive moves?

Well, after years of saying ‘one day’, I’ve finally taken the plunge and not only signed up for karate classes, I’ve been attending said classes twice a week. I’ve also invested in a book on increasing flexibility.

So here’s my goal: It is 1st December 2007 and I can do a full leg split.

Now here’s my challenge to you. Choose something, anything that you’ve always wanted to do and have a go. You might choose to complete a fun run (the Mother’s Day Classic is in a few weeks). You might decide to paint a picture, learn to swim or cook a new recipe. Whatever you choose, make sure it’s meaningful to you. And if you feel like sharing, drop me an email . . . I’ll keep you posted on my flexibility progress!

Saying to Soar By

Difficulty is not an obstacle, it is merely an attribute.

Wal Sakalukluk

Email: mandy@talkingturkey.com.au
Web: www.talkingturkey.com.au

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