Forget Brochures: Nine Ways To Leverage A Professional Case Study

I refuse to write brochures for clients.
No matter how much they offer to pay me.

I look them in the eye, nod my head slightly from side the side,
shrug a bit, and say "No Way!"

If you're thinking that I callously or arbitrarily refuse a paying gig
just on principle...you're right!

And you should too!

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The Method Behind the Madness
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Instead of going along with writing a brochure for a client,
I suggest its more versatile, and ultimately
much more effective cousin, the case study.

A case study, when properly researched and crafted,
can perform leaps and bounds beyond the simple brochure.

Why? Let's read how a case study's message flows:

A customer is telling a powerful story about a perplexing personal
or business problem that they were tearing their hair out trying to solve.

Then, this lucky customer found my client's business.
O Happy Day!

Through the application of my client's product or service,
this lucky customer is now a raving fan of my client.

They can't stop recommending my client to their business associates!
My client is very happy!

Because the case study is written from the point of view of
my client's most satisfied customer, it jumps buildings in a single
bound, is faster than a speeding train, and comes disguised as a mild,
mannered piece of marketing collateral.

Because of its unique characteristics, the case study is a powerful
ally in any client's marketing plan.

Now I'm going to show you nine ways that a case study can be
leveraged for even more effectiveness.

But first...
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Want to Know how to Research & Write a Professional Case Study?
Don't Miss Next Week's Edition When I Spill the Beans!
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...OK, we're back with the 9 Ways to Leverage Your Case Study:

1. The Ultimate Networking Tool
Instead of handing out business cards at a networking event, imagine giving your conversation partners a one-page Case study on heavy paper that tells the story of your most satisfied client. Think they'll read it later? You bet they will. Why heavy paper? It doesn't get thrown way. :-)

2. An Effective Opt-In Offer
A case study makes a valuable opt-in Free Report. It can be offered as a bonus for a purchase of a product, or as copy for an autoresponder.

3. Business Talk Topic
When you need to give a talk on a certain topic, a case study can often serve as an excellent way to illustrate your points. It's builds credibility like a testimonial but offers greater detail.

4. Use it as a Success Story in your Ezine
Case studies are really stories about satisfied customers, valuable product experiences, and a way of validating marketing claims. Presenting a brief case study in your newsletter can give your credibility an extra boost.

5. Post It on Your Web Site
New copy on a web site always attracts more attention. A case study is great copy for an
"About Us" page. It's always a good idea to talk abut your customers instead of yourself.

6. Use It as Sales Aid.
If you employ a sales force, give your salespeople copies of several case studies. They will soon ask for more because they'll find that case studies resonate with buyers much better than fact sheets do.

(Ever had a warm and fuzzy experience from a fact sheet?
I just love curling up with a good fact sheet on cold night.
Don't you? ;-) )

7. Mail or Email It to Your Past Clients
Include a handwritten note and watch how the combination of the case study and the note gets the phone to ring. A handwritten note is a simple, proven way to generate interest.

8. Use It in a Press Release
Case studies can be rapidly converted into a pressrelease format. You can increase your chances ofeditors picking it up if it also mentions that a more detaile dversion of the release exists in the form of a formalcase study.

9. Up-sell Your Brochure Clients
As I mentioned in the beginning, I won't write brochures any more. Instead, I'll suggest a collection of case studies that do a much more effective job of marketing my client's business.

Now let's see... 1 brochure or 3 case studies.
Hmm, you do the $$ math!

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Final Thoughts
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Because case studies drop your reader into a snapshot of your business success, it gives them the feeling of being there. When a reader feels like they're with you, they are very susceptible to your message.

The case study is a versatile, multifunctional marketing tool. It's a perfect addition to the marketing collateral of almost any business.

But there is a secret to researching and writing an effective case study.
Next week, I'll show you how in a simple three-step process.

Thanks for reading,
Barry