|
|
|
Home::Copywriting
The Story: The Most Powerful Marketing Tool on the Planet
Author : Barry W. Morris
The Story: The Most Powerful Marketing Tool On the Planet
===========================================================
What's the most memorable novel you're read in the past year?
Saturday, by Ian McEwan? Mary, Mary, by James Patterson?
The latest bodice ripper from Nora Roberts? I know, she doesn't
really write bodice rippers, but I love that phrase...
My Choice ============
For me, it's Dan Brown's The Da Vinci Code.
I'm reading it again as we speak.
Why would I read it again if I already know how it ends?
Because it's the best story I've read in a long time.
A good story keeps me reading. A lousy one puts me to sleep.
And I've read my share of sleep-inducing novels. (I've even
written a couple.) ;-)
The Power of Story ====================
A story can be the most powerful marketing tool you might ever
need.
As a freelancer or solo-professional, your *stories* are known
as case studies.
Case Studies showcase how well you do what you do.
Just as a good novel keeps a reader, well..reading, a quality,
well-presented case study will keep your web visitors,
newsletter subscribers, or sales presentation audience riveted
to your marketing message.
Creating Your Bestseller ========================
How do write a bestselling case study?
Like this:
1. Come up with the name of your most satisfied client. 2. List
the problems the client had prior to contacting you.
3. Identify the measurable results you provided with client.
4. Now obtain a testimonial from the client (if you haven't
already).
A Beginning, a Middle, & an End =================================
Just like a good novel, a business case study should be divided
into a beginning, a middle, and an end.
Beginning: 1. List the client by name (if possible) and their
industry.
2. Talk about the specific challenge, problem, or need your
client faced prior to calling you for help.
Middle: 1. Talk about how you approached the problem, need, or
challenge.
2. Talk about how you were positioned to solve this problem.
3. Talk in detail about the solutions or steps you recommended
to your client.
End: 1. Discuss the outcome or results of the steps and
solutions you recommended.
2. Talk about how these outcomes were measured.
3. Include a testimonial from your client at this point in the
case study.
4. Finally talk briefly to the reader who is not yet a client.
Reinforce how you were able to provide these results. Talk about
how you can solve their problems, challenges, or needs as well.
5. Provide the contact information for potential clients.
Final Thoughts ==============
A good story is memorable. It's easily passed or recommended to
others.
In creating your case studies, strive to create rich, detail
laden word-pictures that reach out and grab your reader.
Do this and chances are that people will be talking about your
story...and, after all, this is what you want in the first place.
©2005-2006 Barry W. Morris. All Rights Reserved.
If you liked this article -------------------------
Feel fr*ee to share it with your own list, post it on your site,
on your blog or add it to your autoresponder. As long as you
leave it intact and do not alter it in anyway. All links must
remain in the article.
Please notify me when my article is used online and offline. And
include by author bio at the end of the article. -------
Related articles
|
|
|
