John Jantsch's blog, Duct Tape Marketing, has a great post on how to gather information for the success stories (he terms them "case studies") you should be using in your marketing materials. As John states:
"Case studies have long been recognized and an effective way to offer proof that your product or service does what you say it does.
The idea behind this tool is that a prospect can read how you helped someone just like them and come to the conclusion that you can repeat that performance.
The only problem though is that most case studies I come across don't really do much - it's like people know that they should have them but they really don't know how to create them."
John gives us some good advice: ask your clients to participate in the generation of the case study. He asks his clients four questions:
- What solution were you seeking when you hired us?
- What did/do we provide that you value the most?
- What has been the result of working with us?
- What would you tell others who are considering hiring us?
Providing success stories is a proven winning marketing strategy. Every professional and professional service firm should be armed with these success stories. John provides us with a roadmap of how to begin.