Why should they listen to you?
Kipling had six honest serving men – What, and Where and When; and Why and How and who – how well do your words serve you? In this blog we look at Kipling’s man ‘why’ to establish the need to build credibility at various places in the sales process.
Kipling’s Man ‘Why’ – Why should they listen to you? You need to build credibility through demonstrating your capability. What can you do differently or better? Who better to tell your story than existing satisfied clients?
Building credibility through stories
Everybody likes to hear success stories. Also, most people don’t want to be first, particularly when it comes to installing the latest critical software to hundreds of users or delivering a multi-million pound high profile project.
Clients want to know that you have delivered successfully before and you not only have the credibility, but also the capability. Case studies are a great way for you to build this credibility, whilst demonstrating your capability. They are regularly sought after and are the top piece of sales and marketing collateral required by marketers, sales teams and clients alike.
Planning is critical
Yet, it is important when considering the need to produce case studies to establish how they both fit and support the overall marketing strategy and the content editorial plan. Why do you need a case study? Is it to help you to expand into a new industry sector? Do you have a message to a certain job title or does your product service or solution offer something that is truly unique?
Sometimes there is a danger that case studies are all the same and therefore the why choose us also becomes a bit too generic. Focussing on a key message that you want to get across in the case study is therefore important. Again this maybe that you can solve a specific issue in an industry sector, for a particular role or improve a company’s operations saving time or money. The key thing is having a key message in each case study and know when and how this would be used in a sales and marketing context.
Making it interesting
As I mentioned earlier the danger with case studies is that they can be much the same. So, why are people going to read yours? What can you do to make it more interesting? Again, this comes down to focus. Can you tell the story through a specific users eyes or follow a problem back to its root cause and explain how this was solved. Adding in interesting statistics, facts and links to other information can add more value and also make your case study more interesting.
Drive an action
Identifying, verbalising and where possible monetizing benefits is critical when delivering the why through case studies. This is the so what. In other words what is the benefit, the point, the win? How is this product, service or solution going to help me or my company? Why do I need you?
A case study is also an opportunity for promoting other products, services and solutions. I frequently see case studies on one side of A4 or delivering the story, but no call to action. What should the reader do if they are interested in hearing more? What is the call to action, the next step? You will have got a ‘reaction’ now you need to drive an action.
At Incognate we specialise in producing content that packs a punch. We have a team of journalists, expert copy writers, designers and a team of marketing specialists that can help to produce purposeful content for your marketing campaigns.
We can provide you with support to produce case studies as and when you need it most, campaign by campaign or on an ongoing basis. Call Helen Fox now on 0845 331 6069, or drop us a line to discover how we can help you to create a content marketing plan that gets the results you need.