Which factors played an important role in your decision to choose us?.At what point did you realise that you had to do something immediately to solve those problems? Was there a “turning point”?.What specific problems did you have before you decided to look for a solution?.Here are some examples of the kind of questions you need to ask the client to describe their situation before working with you and the transformation they have experienced afterwards: Write a script to make sure you don’t leave anything out and make sure you ask open-ended questions that need more than just a yes or no answer. You should choose a client with whom you’ve worked recently because you will know exactly what situation they’re in when they contacted your company and they will also have a much more vivid memory of that transformation. Once we know really well which are our prospects’ struggles and wishes, we can ask the right questions to the client we’ve chosen for our success story. Recommended reading Research will save you from catastrophe I rectify, we should start, as always when we write a piece of copy, with an exhaustive research of the challenges, objections and wishes of our prospects. So when writing a success story we need to start with the problem. You want to show them: “this customer was in A as you are now and thanks to this product they’re now in B which is where you also want to be”. What we aim to do when writing a success story is to help the prospect imagine how your product or service can improve their lives. #copywriting #successstory #casestudy #digitalmarketing Click To Tweet The kind of questions you need to ask to create a success storyĮvery success story we find on the internet follows the old “Before and After” narrative. Now let’s see what kind of questions you should ask to obtain powerful answers for a compelling and enlightening success story. In a conversation, you can always ask more questions whenever the answer is a bit vague. If you just send a questionnaire, you run the risk the client will never reply or they won’t include important information. This way the client can elaborate and provide more details. Have your questions ready and let the client choose the best time for an interview. Once you have chosen the client you need to be prepared not to waste anyone’s time. – They’ve worked with or used a competitor’s product and switched to your brand. – They’ve obtained specific and verifiable results after working with you – The client represents your ideal client (or that area on which you want to focus your efforts) – The client is highly satisfied (Elementary, my dear Watson) Criteria for choosing the perfect client for a case study or success story: You may have many clients who are highly satisfied with the results obtained after using your product or working with you.īut when choosing one of them, you should look at certain criteria that will ensure the case study is a success. Let’s now look at the steps you should take to create compelling case studies together with some great examples. They know how to choose the right words, so the case study provides better results. In this post, we will see some examples of case studies/success stories to better understand the structure they follow.Īs with everything related to words, it’d be convenient to count with a copywriter to write them.Ī copywriter knows what’s important to highlight and what can be left out in each case. There are case studies that are mega detailed reports which take up several pages, and others that are more specific and summarise only the problem and the solution. If you sell software, an innovative product or a specific service, explaining in more detail how that product or service helped a customer solve their specific problem can be what prospects need to take the decision. Sometimes testimonials are not enough and prospects need more robust evidence to prove how great your service or product is.Ĭase studies also help to clarify the message and are particularly useful in B2B. You may have noticed that some brands use success stories or case studies as social proof.
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