The Most Powerful Marketing Tool on the Planet

The Story:
The Most Powerful Marketing Tool on the Planet

What's the most memorable novel you're read in
the past year?

Saturday, by Ian McEwan? 
Mary, Mary, by James Patterson?

The latest bodice-ripper from Nora Roberts?
(I know, she doesn't really write bodice rippers,
but I love that phrase...)

============
My Choice
============
For me, it's Dan Brown's The Da Vinci Code.

I'm reading it again as we speak.

Why would I read it again if I already know how it ends?

Because it's the best story I've read in a long time.

A good story keeps me reading.
A lousy one puts me to sleep.

And I've read my share of sleep-inducing novels.
(I've even written a couple.)   ;-) 

====================
The Power of Story
====================
A story can be the most powerful marketing tool
you might ever need.

As a freelancer or solo-professional, your
stories are known as case studies.

Case Studies showcase how well you do what you do.

Just as a good novel keeps a reader, well..reading,
a quality, well-presented case study will keep your web visitors,
newsletter subscribers, or sales presentation audience riveted to
your marketing message.

========================
Creating Your Bestseller
========================
How do you write a bestselling case study?

Like this:

1. Come up with the name of your most satisfied client.

2. List the problems the client had prior to contacting you.

3. Identify the measurable results you provided for the client.

4. Now obtain a testimonial from the client (if you haven't already).

=================================
A Beginning, a Middle, & an End
=================================
Just like a good novel, a business case study should be divided into
a beginning, a middle, and an end.

Beginning:
1. List the client by name (if possible) and their industry.

2. Talk about the specific challenge, problem, or need your client
  faced prior to calling you for help.

Middle:
1. Talk about how you approached the problem, need, or challenge.

2. Talk about how you were positioned to solve this problem.

3. Talk in detail about the solutions or steps you recommended to
  your client.

End:
1. Discuss the outcome or results of the steps and solutions
  you recommended.

2. Talk about how these outcomes were measured.

3. Include a testimonial from your client at this point in the
  case study.

4. Finally talk briefly to the reader who is not yet a client.
  Reinforce how you were able to provide these results.  Talk about
  how you can solve their problems, challenges, or needs as well.

5. Provide the contact information for potential clients.

==============
Final Thoughts
==============
A good story is memorable.
It's easily passed on or recommended to others.

In creating your case studies, strive to create rich, detail laden
word-pictures that reach out and grab your reader.

Do this and chances are that people will be talking about your
story...and, after all, this is what you want in the first place.

Thanks for reading,

Barry

P.S. As always, you can shoot me a response, a criticism,
  even a compliment  ;-)  here: Barry@BarryMorris.com

============================
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============================

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==============================
That's it for this issue of The Spotlight.

Next week's topic will focus on the preparation
necessary for attracting the spotlight to your
solo professional practice or freelance business.

Thanks for reading,

P.S. As always, you can shoot me a response, a criticism, even a compliment ;-) here:
Barry@BarryMorris.com