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Case Studies - The Swiss Army Knife of Marketing Tools

By Bonnie Ayers Namkung and Lanny Udell

Every business has at least one defining client story. A nagging problem solved. A difficult challenge met in record time. An innovative solution despite a tight budget. Like a good novel, the story has drama, suspense, an interesting cast of characters and a satisfying resolution.

In the world of marketing, these success stories are called case studies and they're one of the most valuable tools you probably aren't using.

Here's why you should.

The credibility factor
Let's face it. Most marketing materials are read with a skeptical eye. But a well-crafted case study carries more weight. Why? Because unlike a brochure, it isn't written solely from your point of view. By including interviews and comments from your happy client, you add another dimension of believability.

People remember stories
While a sales letter may soon be forgotten, the story of a triumph has staying power. People naturally want to know how others are solving problems similar to their own. Your case study will show them, in both a tangible and memorable way.

A case study brings your product or service to life as no brochure or data sheet can. Typically, it tells the tale in two to three pages of text illustrated with photographs, charts and graphic elements. And because it highlights your unique approach to problem-solving, it vividly sets you apart from the competition.

A multi-tasking marketing tool
For sheer versatility and cost effectiveness, the case study is unmatched. It has a long shelf life and can be adapted for a variety of uses, such as:

     Print or online publications. Articles that feature real-world success stories consistently place highest on the readership scale.

     Direct mail or email. An easy, low cost way to spread the word about an innovative new product or service. And if you're looking for a giveaway to prompt a response to your direct marketing effort, look no further than your case study.

     Press kit. Give editors a compelling story and you may very well see yourself in print.

     Presentation topic. Need talking points? A case study makes a lively presentation and establishes you as an expert.

     Trade show literature. A case study sells you better than a keychain or a coffee mug any day. Just ask your sales team.

     Website. The search engines will notice when you add new content to your site. And you'll notice an increase in traffic!

Who benefits from case studies
If you're a B2B company, you can get a lot mileage from telling the story of a well-executed project, especially if you're marketing a complex product or service.

Here are a few of the many industries that use case studies to give their sales and marketing programs a boost:

• Financial services
• Marketing and design firms
• Hi-tech companies
• Hotels, conference centers and event planners
• Business consultants
• Architects and interior designers

Use it or lose out
What stories are you sitting on that could be contributing to your bottom line? Review your list of recent projects and you're sure to discover one or more success stories just waiting to be told.

Based in the San Francisco Bay Area, Lanny Udell and Bonnie Ayers Namkung are marketing communications writers working with clients nationwide. Never at a loss for the right words, they create powerful, persuasive copy for web sites, brochures, direct marketing campaigns and case studies. You can reach them at CopyWhiz.com, www.banamkung.com or call (415) 459-8966.