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You know where I stole the idea of integrating case studies in the sales and marketing process from? Client case studies are the most popular self-promotional content marketing tactic used by US marketing agency executives.
Eccolo Media, in its B2B Technology Content Survey Report , found that case studies rank as the third most influential content marketing type in the purchase process for both small businesses and large enterprises.
Expert case report writer Casey Hibbard started working as a business reporter with zero technical experience. Then, choose the most appropriate medium for presenting the type of case study that suits those needs.
In this article, I want to make the process of writing case studies painless for you. Are you ready to kick start your sales cycle by using case studies?
A major reason for crafting any type of case report is to eliminate the doubts of your prospects. Some general interview questions that potential buyers have are like the ones below.
Bryan Harris, from Videofruit, created a focus group of 50 subscribers. Then, he exchanged emails with the interested prospects, sending them a feedback form to find out their particular point of view and pain points.
Identify the right customers and ask them the right interview questions. In some cases, smaller companies will be more relatable for your customers and make for a more effective type of case study.
And, they feature the best type of case studies that make for good Zapier use cases. Carefully pull your customer quotes: They play a vital role in making your case study authentic.
Instead, they skim and read prominently formatted elements like quotations. So how can you ensure that you pull strong quotes that add weight to your case study and demonstrate your value proposition?
Try to frame a couple of interview questions to your case study subject around them. Also, stay away from long PR-written quotes with hype words and jargon.
You can email interview a customer or take his quotes from a video testimonial. It can be time-consuming to book an appointment with a successful customer.
Ramit Sethi leverages video case studies brilliantly for selling his courses. It has since been removed. At the beginning, he has a quick win section summarizing the key points.
Then, Ramit has shared video interview clips with Primoz leadership. It should flow smoothly with a clear beginning, middle, climax and end.
Use either of these two proven storytelling frameworks to structure your case study…. So, how do you engage your customers and persuade them to take action?
For example, look at the Lucid Meetings case study crafted by HubSpot. You can also use the case study sequence crafted by expert case report writer Slaunwhite.
It starts with putting the spotlight on your customer and effectively demonstrates the value of your product by putting it in action.
Here are the 7 specific elements of the sequence, along with their explanations to help you structure your own specific type of case study.
Using marketing or technical jargon could also possibly annoy your customers. But, you can still share the amazing success story of a customer with an anecdote.
Or, how self-described satellite image enthusiast Charlie Loyd scored a job with MapBox with a tweet sample of his work.
Or, a tweet by Chris Strouth that helped him to get a kidney. And, they give you sufficient reason to pursue anecdotes, when searching for data to measure success.
Use elegant boxes, supporting visuals and different color backgrounds to make your case study skimmable. Internet users like to skim rather than read your content word-for-word.
You need to format your case report appropriately. When Shake Shack went public on January 30, , investors displayed a similar enthusiasm. Students are asked if this price represented a realistic valuation of the enterprise and if not, what was Shake Shack truly worth?
This case considers how young entrepreneurs structure search funds to find businesses to take over. The case describes an MBA student who meets with a number of successful search fund entrepreneurs who have taken alternative routes to raising funds.
The case considers the issues of partnering, soliciting funds vs. The case provides a platform from which to discuss the pros and cons of various search fund structures.
Case Study. Faculty Supervision. Todd Cort and David Bach. Rodrigo Canales and William Drentell. Ant Financial W. Business Leadership in South Africa's Reforms.
Shake Shack IPO. Jake Thomas and Geert Rouwenhorst. Searching for a Search Fund Structure W. Kalil Diaz. TIAA W. Ahmed Khwaja, Vineet Kumar, and K.
GE Ecomagination W. Constance E. Bagley, Ravi Dhar, and Fiona M. Scott Morton. Children's Premier. Walmart de Mexico W.
Geert Rouwenhorst. Palm Oil W. Haiti Mangoes W. Potash Corporation of Saskatchewan. American Greetings. William Goetzmann and Olav Sorenson. Seven Theaters in Search of Revenue W.
Arts Management, Pricing. Heather Tookes and Peter Schott. The Battle for Endesa. Sharon Oster and Keith Chen. However, through more research, it was discovered that she does not have excessive memory skills, but only remembers things from her own life.
She has been diagnosed with obsessive-compulsive disorder, and her memories are part of her obsession. The case study is still relevant because it is helping psychologists recognize how mental illness affects memory.
The case study has been cited over and over again and laid the groundwork for other research into gender identity.
Unfortunately, the case study was not legitimate. In the case, Dr. John Money performed surgery on an infant whose penis was damaged during circumcision.
The boy was raised as a girl, but never identified as female and eventually went through more surgery to be male again. Because Dr. Money didn't follow up appropriately with the patient and did not report the adverse findings, the case study is still often cited as being successful.
Anna O. Her case inspired much of the theories of Freud and other prominent psychologists of the time. It was determined at the time that Anna's symptoms of depression and illness were eliminated through talk therapy.
In recent times, it has been suggested that Anna O. This case study is still cited as a reason why psychologists believe that psychotherapy, or talk therapy, can be helpful to many patients.
One of the most famous case studies in psychology is that of Chris Sizemore. She was one of the most famous people to first be diagnosed with multiple personality disorder, now called dissociative identity disorder.
In her case, her personalities were merged into one personality over which she has control. She does still remember things in her life happening specifically to one personality over another, however.
Her case, diagnosis, and treatment were an inspiration for treatment of this mental illness in a variety of cases over the years, and it was even turned into a movie "Eve.
As you can see, case studies are not definitive proof of any psychological theory. While case studies can provide valuable information and be jumping-off points for further research and study, case studies are not definitive proof of a theory.
It is important to remember that case studies must be used ethically and legitimately. Case studies can be used to prove theories, but it must be done through definitive research.
When case studies are flawed, such as not having enough information or the wrong information, they can be harmful. Research hours and resources can be wasted while theories are used for inappropriate treatment until the case study is found to be inaccurate.
Case studies can often cause as much harm as good, and psychologists must be careful about how and when they are used.
It is important that the layperson doesn't try to make too much out of case studies. Psychologists and doctors often disagree on how case studies should be used and when they are appropriate.
A layperson could not hope to be able to tell when a case study is built on a faulty premise or misinformation, and you may be applying the case study incorrectly to a situation that you are not familiar with.
If you think a case study you have found applies to your case or that of a loved one, the best thing to do is bring the matter to the attention of a professional so that they can determine if it is appropriate or not.
Some other ethical concerns can arise when case studies are made. Case studies are individual cases of real people that demonstrate a psychological theory or prove a theory.