Classic: How case studies drive web traffic and generate leads

Posted: September 3, 2010 in Uncategorized

Companies still prepare case studies according to content model above.

(Ed. note:  this post first appeared July 1, 2010.)

The best practices of social media reflect what we’ve yammered about for years.  Case studies work. They sell.  Case- studies drive people to your site.  They enable you to be found.  They create interest, qualify leads, build brand, drive down the cost of sales.  One catch: There are case studies and then there are self-serving, self-congratulatory loads of dreck posing as “case studies”.  What distinguishes the former from the latter?  Clear descriptions of three things:

1.  The most valuable benefit of the product or service being featured. This assumes that you understand what it is about the product that would arouse the attention (read: make somebody reach for their checkbook) of a user/customer/consumer. In other words, you know what your target customer holds dear.  What they value most.

2.  What it took the user in the case to adopt your product. What did he have to unplug?  Undo?  Buy extra?  Learn? Re-learn?  What was your product’s (or service’s) adoption cost?

3.   The price. At very least, some order of magnitude of what your stuff costs relative to alternatives. 

Those three elements constitute your value proposition.  And any case study that doesn’t communicate it is not worth the pixels on the screen.  Your value prop is compelling only to the extent that the size of #1 exceeds the sum of #2 plus #3.


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