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When it comes to buying anything—whether it is a product or a service—the first things we all want to know are “What can it do for me, and how effective is it?” Then we want proof, right? So how do you offer up the kind of proof that turns tire-kickers into paying customers? Well, the best way is with testimonials. But if you don’t have those, or can’t use them in your industry, the next best thing is a case study. And even when you do have testimonials you can use, a case study offers even more information. Plus you can always put the two together for added punch. Case studies are easy to write once you understand the basic format. And they can be just a few short paragraphs, or a full-fledged white paper up to about 18 pages long. Either way, the same basic rules apply. The best part is, the information I’m going to share with you today can just as easily be applied to testimonials. And it is the basis for most sales letters too... How do you write case studies that make people buy? It really isn’t hard. You just need to break it down into this surefire formula. **Problem (or Pain or Concern) + Solution = Results** It’s that simple. Let me show you what I mean... I’ll use a short case study from one of my own client projects as an example: Step #1: Explain the Problems, Pains or Concerns The idea here is to give readers an idea of why the client bought your product or service. You want this to really hit home with the reader and get them thinking, “That’s me!” So the more you know about your ideal clients—and their wants, needs and problems—the easier it’s going to be to write a case study that connects with them. Example #1: “Because of my outdoor industry background and years of experience doing outdoor sports, MSR (a leading manufacture of outdoor equipment), came to me to write the sales copy for their dealer workbook. At the time, they were getting ready to launch a highly-innovative new Fast & Light backpacking tent collection. And knew this was going to be especially tricky because many of the new tent designs were WAY out-of-the-box. Some were oddly shaped, a few were floorless tarp shelters, and one was a strange-looking single-wall design. Until recently, most consumers thought fast & light meant bug-filled, damp and uncomfortable (at best). But at that time there was growing mainstream interest in reducing weight. However, the company just wasn't sure how they were going to get buyers interested in the new designs and keep them from ordering only the more traditional-style tents—especially since tents take up a lot of valuable floor space in a store.” Step #2 Outline the Solution Now, explain what you did to solve their problems. You don’t have to go into every detail. Just show that you came up with a well-thought-out solution to the problems and concerns you outlined above, and why you thought this would be the best way to go. Example #2: “After much discussion with their tent, sales, and marketing teams, I came up with a sales angle that positioned the tents as steps in a ladder going from more traditional, to hybrid shelter, to tarp-style shelter. So if a buyer ordered the whole line, then customers could choose the right balance of light weight and comfort for them. And the store would have an option to suit everybody.” Step #3 Spell Out the Results This is the most important part. No one cares about what you do near as much as they care about what you can do for them. Show ‘em by explaining the great results you created for someone else. Example #3: “It worked like a charm. Their Fast & Light collection quickly became the largest and most successful in their tent line, and the Hub tents from that collection have become best sellers. The company also went on to win numerous awards including Backpacker Magazine’s Editor's Choice for two of their most innovative (and weird looking) designs.” Step #4 Make it Sell (optional) Depending on how you use your case study, you could even put in a quick pitch and call to action at the end. If you’ve written it right your reader may be convinced to hire you to do the same thing for them. You could throw in something like... Ready to take your sales to the next level? Call me at ___________ to find out how I can help. Or better yet, offer a link to more information in the form of a free report they can download in exchange for their name and email. That way, if they’re not ready to buy right then you can help them learn more—and stay in touch until they are. That’s it. Done. Now post it on your Website. Add it to your press kit. Or put it in the package you give to prospects. It’s sure to add credibility and let people see the benefits of buying from you. Practical Marketing Expert Stacy Karacostas, founder of SuccessStream Sales & Marketing Solutions (http://www.success-stream.com), specializes in taking the stress, struggle and confusion out of growing your small business. She’s the author of the 2-page marketing plan workbook “Putting Your Business on the Road to Success”, and “The Small Business Website Bible”. For more practical, business-building wisdom grab a copy of her free report “The 7 Deadliest Small Business Marketing Sins…Are You Guilty?” at http://www.success-stream.com/7sins.htm.
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