All too frequently standard marketing messages are met with a veil of cynicism. Marketing messages don’t vary a great deal and generally consist of ‘we are the biggest/smartest/best/best value’. This vanilla approach means that no matter how hard we try to convey that we really are the biggest/smartest/best/best value, it usually just translates to white noise in the consumers’ world. Cutting through this white noise can be a difficult task. This is where the case study can be a very useful device.
People are always drawn into narrative, which is why books and movies remain popular leisure activities – people like being told a story. Using your business experiences to connect with your customer base is a very effective marketing tool. A potential client is much more likely to say ‘that sounds like what I need’, in response to a case study, than to believe you when you say ‘we are the biggest/smartest/best/best value’. Thus, making this connection allows you to cut through their veil of cynicism.
Attempt to tell your story the way you would any other story – with a clear beginning, middle and ending. Include quotes, either from the client or from staff that worked on the project. Presenting a human side to the story will create more opportunity for emotional engagement, resulting in a deeper connection with your client.
Open your case study with your client’s initial request or business problem and illustrate how you provided a solution – this is how you would weave your sales message into the story. Include images, if you have them, to further engage your audience. Lastly, end on a high note, as everybody likes a happy ending.
If you’re not sure where to start, here’s an example of one of our case studies, this might give you some direction.
Schweppes Case Study
We were engaged by Schweppes Australia to write and format a multi-million dollar tender proposal. We worked with Schweppes Australia to understand and refine the features of their proposal, and to identify and outline the key benefits and gains for the tendering organisation.
Schweppes Australia provided the content required for the tender, the editorial team at Dawtek wrote and edited the tender then created the Indesign files. From our initial meeting with Schweppes Australia the document development took just over three weeks. The work required was complex, with a very short turn-around time.
Kristine Daw, Director of Dawtek explains: “previous Schweppes proposals had been captured in Word or PowerPoint, but we recognised that Schweppes needed to differentiate themselves by presenting their story in a much more creative way”. The result was a very professional and impressive Indesign document, which showcased their products and services in a way that they had not been presented before.
Schweppes Australia was successful in winning the high-profile, multi-million dollar contract within an extremely competitive market. The team at Dawtek thoroughly enjoyed helping the Schweppes Australia brand achieve a great success.
By thinking outside the square, you can engage your potential clients by cutting through the white noise and giving them something to identify with.
If you are having trouble getting started, the Dawtek editorial team can assist you with your copy, and write compelling and engaging case studies based on your organisation’s specialisation.
Visit our website to see how we can help your organisation, or call us on 1300 DAWTEK (1300 329 835).