Keeping it simple

A leaflet from the local garden centre invites me to ‘Grow your Own Month’. It’s set me thinking...wouldn’t it indeed be wonderful if I could grow my own month? What could I achieve with all that extra time?

Of course, that’s not what they meant at all and the ambiguity hardly counts as an error (though 'Grow your own' month or Grow-your-own month might have been clearer). However, it did bring home to me once again the importance of having someone take a fresh look at your marketing materials. What’s obvious to you, with your knowledge of your business, may not be so clear from the audience’s perspective.

One client of mine, the MD of a large technology-based company in Yorkshire, always asks me to: ‘write so my mum could understand’. Mrs P. might struggle once we get down to the underlying technical detail, but I’d like to think she’d get the overall message.

It’s a highly laudable aim. Even though the company markets to a technically savvy reseller network, it recognises that its partners are busy people and that they also need to have a clear message to take to the end user.

I’d like to see this approach catch on. Perhaps I should launch a National ‘Write for your Mum’ Month!

The case for case studies

Case studies, testimonials, success stories...call them what you will, showing what you’ve achieved for other customers is just about the most powerful marketing tool on the planet.

An objective, impartial third-party endorsement is worth its weight in gold and this is why I always advise clients with a limited budget to make case studies their priority.

Here are some ‘top tips’ to ensure your case studies bring best return for your business.

Choose your moment (the ‘when’)

The optimum time to produce the story will depend on the nature of your business. For example, technology solutions are best captured as a ‘new win’, talking about expected benefits, or when the solution is well and truly bedded in. The first few weeks after implementation, when there are bound to be teething problems is the worst time.

Once a case study is live, it’s worth scheduling in an update in a year’s time. This capitalises on the work already done and shows your ability to sustain a long-term relationship that meets your customer’ needs as they evolve – and that’s a real differentiator in the current climate.

Choose your subject (the ‘who’)

It may sound obvious, but do choose a customer who is willing to play ball, one who loves talking about their business and can spare some time to do so. However elegant the product, solution or service you have provided you’re best giving the customer who is just never, ever available a miss and also passing over Mr Grumpy who believes in telling it like it is, warts and all.

That’s not to say the content should be anodyne, all sunshine and roses. Showing how you turned round any glitches adds an appealingly real-world flavour.

Decide who in the organisation you’d like to tell the story. A good rule of thumb is to have the person who championed the purchase as the prime spokesperson. He or she will know the story inside out and can talk about the benefits it’s brought; but you can also ask the MD to contribute a quote.

Brief the customer (the ‘why’)

The customer needs a clear steer on why they have been chosen. Reassure them that it’s not a journalistic exposé of their weaknesses, nor are you intending to depict them as desperately in need of your rescue. They will look professional and gain some good publicity for their business. Pave the way by outlining the process and introducing your writer.

Once they’ve agreed to participate, keep in touch with your sales people or customer services team. If any major problems emerge with the relationship, it’s best to put the case study on hold until these are resolved.

Incidentally, some businesses offer customers who agree to do a case study an incentive in the form of a discount or a reward in the form of a bottle of the bubbly stuff. Recognising the power of third-party endorsement, others are building agreement to take part into their customer contracts.

Decide where you’ll use the story (the ‘where’)

A well written story has great value. You can use the finished piece in many ways – in your company blog, broken down into tweets, on your website, as a link from your email stationery, in newsletters, at events...

Brief the writer (the ‘what’)

Your writer needs to know your goals for the case study and have as much background as possible on the customer. I provide my clients with a questionnaire through which I capture all the facts and I apply a well-tried process for taking the project smoothly through to completion.

Having equipped your writer with the salient points, you can expect them to:

- Do their own research on the customer’s business

- Liaise with the customer up to final, formal approval, which you should gain in writing

- Treat your customer with the utmost courtesy

- Quickly identify and empathise with their business issues and goals

- Pose insightful questions that pinpoint the benefits of your product, service or solution

- Tell an interesting, engaging story without being flowery or literary

- Capture lots of quotable quotes

...all of which happens when you use M squared Corporate Communications, of course!

So, do contact me to see examples of different styles of case study and discuss which would best suit your needs.