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Topics discussed:
00:07 – A podcast that talks about real world case studies
00:32 – 2 versions of a case study
01:00 – What makes a good case study?
02:32 – Learn how to make a case study form
02:46 – 6 easy steps for mapping out a case study
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Tweetables:
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Transcription:
Today we’re going to be talking about case studies. I have the SalesMarketingProfit podcast and the whole premise of the show is case studies. That is the idea around the show. Real world case studies, no theory, just real results. Now already, the positioning is so solid because people listening to this know that we’re talking about real things. Not theory, not stuff that someone’s guessing at, but this is real.
Simple and advanced versions of a case study
Now I’m going to give you two versions of a case study. Carol asked for the simple version so I’m just going to show you the simple version and that is: you take a scenario; you have a look at what happened before, you have a look at what happened, and then what was the after scenario. That’s really the snapshot you want. What was the before situation, what happened then, and what was the after situation.
Now, if you’re going to do a case study, generally, it’s beneficial if the after is a good result; if it’s better than the before. Sometimes though, you won’t get a positive result, you might get a negative result. And this can still be a good case study. I know there are several people out there in the market who case study negative results, what happened. And you’ll see a lot of news articles, especially in media reporting blogs. They’ll talk about the disaster or the catastrophe or the negative thing that happened to such and such. That still proves as a good case study to inform as to what you should not do.
Now if it’s a positive case study then it should inform as to what to do. If it happens to be a student of yours or a product of yours and the before to after scenario shows a fantastic result and you can document what happened, then that should compel other people – that’s social proof – to take the risk and come on board and try your product or service.
Sample form for creating a case study
What I’m going to do now though is I’m going to give you an advanced breakdown of how we do this on SalesMarketingProfit. I’m going to introduce you to the form that we use. The form was crafted by Taki and I when we were in Los Angeles together. And we wrote this down in about 3 minutes. And I’ve specifically asked Taki to come to SuperFastBusiness Live and share the process of making forms like this. So if you want to learn how to make forms like this, come to SuperFastBusiness Live 10 in Manly. Make sure you grab your ticket.
I’m going to take you through this form, little bit by little bit, to show you how powerful it is. You’re welcome to copy this form and use it for your own show because it’s a great framework.
The process of creating a case study form
The first column is, we start with the frustration. So we detail the person, where is the person at right at the beginning of this process and what is the problem they’re having. So we fill in the person, we fill in the problem.
And the next step is we talk about the impact. What is the impact of that problem? So this is your typical sales formula. It’s like situation-problem-implication from the SPIN formula. It’s the problem-agitate in the old formula, the PAS. So who is this person, what is their problem, and how bad does that problem make life?
The next section is we talk about the fix. So we come up with a framework to fix the problem. So this is where we talk about what happened, but we try and list it down into a framework. It might be a model, it might be a picture, it could be a specific bunch of steps. In the next section, we talk about the actions that were taken. What were the specific actions? So you might have a framework of fixing a big fish, might be to scale a business, and so you show your business growing. The actions would be: hire more support staff, hire more technicians, and then go and get more customers.
The next column is the outcomes. What happened as a result of those actions? This is where you list all the good stuff. What were the outcomes? How has this horrible, impactful, bad situation now turned good? So this is the after.
The next column: the lessons. This is the future. What would be the lessons we could get from this? What was the overview? If we would have stepped back from it, what were the main lessons we learned? If we’re talking about the big fish from last time, the main lessons we learned are that in order to protect ourselves, we should always grow our business to keep any one customer a certain percentage or lower. What is the prescription? So this is: what is the action step that someone listening to this should go and do now as a result of this case study. What would be the next step?
And the final section is resources. This is where you might lead people to a specific tool or training or membership that is going to help them get that result. Now when we’re talking about SalesMarketingProfit, we are specifically recommending that they join SuperFastBusiness or Taki’s training so that they can get this training and the support needed. And this actually sells. It really sells very well. So that is how you use case studies in marketing. That’s certainly how we use it.
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