We’re constantly asked for advice from both clients and business acquaintances regarding the best way to present case studies. Our reply probably seems a little simplistic but - in a nutshell - it’s “results results results”.
People don’t buy processes and they don’t buy services; these are just the mechanics necessary to get what they really want - i.e. the aforementioned results (results, results).
Business Development (especially PURE cold channel new business) is all about maximum impact in a minimum of time. When people say you have three seconds to grab a cold prospect’s attention, they really aren’t exaggerating.
With that in mind, don’t drag your heels when presenting case studies. People aren’t ‘fascinated’ to hear all about “The Brief”… “The Problem”… “The Solution”… etc. They want to know… “DID YOU WIN?”
Don’t show me your copywriting ‘skillz’ with a text-heavy case study… SHOW ME THE MONEY! (or at least show me the outcome, which is more accurate but not as much fun to shout).
And if you don’t have a great big “400% INCREASE IN SALES” or “15,000 IMPRESSIONS” to shout about, make use of a testimonial. If the ONLY thing a prospect sees about your case study is the CEO of Aldi saying “OUR SALES INCREASED” then your three seconds have been well spent (and you’ve probably got a 1.5 seconds left to play with).
If you can’t say it with numbers, say it with words.