Strictly case studies
It’s that time of the year when the nights are drawing in, the porridge comes out and we all settle in for some good quality Autumn TV.
I used to be much more discerning, but I’ll watch anything now - even reality shows. They’re an unstoppable force; it’s so hard not to get sucked in.
What makes them so irresistible?
It’s the ‘journey’ of course – a word so cliched now that Claudia Winkleman of Strictly uses ‘safari’ instead. But whatever we’re calling it, it’s not to be sniffed at. The journey pulls us in, tugs at our curiosity, and before we know it, we’re Googling Toyah Willcox to find out what she’s been doing since the 80s (not much).
This engagement tactic is something we can apply to our marketing too. Particularly when it comes to client case studies.
A great case study takes us from one place to another
For a case study to be effective, something must happen. It’s not enough to list services or results; the client must seem different at the end to when they began. Otherwise what’s the point?
So those quotes about how Mrs Miggins found her adviser to be very responsive need to go in the bin.
Instead, we need to see where things started, the obstacles or challenges along the way, and, most importantly, the transformation at the end.
Bad example
“Toyah and Neil needed help organising their finances for retirement. Their financial adviser Anton provided a plan and adjusted their portfolio. The couple were satisfied with the advice and implemented the changes.”
To me this sounds something on VouchedFor - there’s no sense of growth or deeper impact beyond the service provided. I don’t care about any of the characters – certainly not Anton.
Good example
“Toyah and Neil were overwhelmed by the complexity of retirement planning and unsure about how to manage their investments. Their financial adviser Anton not only created a personalised plan, but also took the time to educate the couple on investment strategies, giving them confidence to make informed decisions. Six months later, Toyah and Neil feel empowered, in control, and can sleep well at night knowing their financial future is sorted."
This version not only highlights Toyah and Neil’s success, but also positions Anton as the one who made their transformation possible. Wahoo.
So, when creating a case study, think about it like a reality show. Or ask me to handle it for you. 😉
Original web
Monday marked the 50th anniversary of the launch of Ceefax. For the kids out there, Ceefax (meaning ‘see facts’) was a trailblazer for the internet and services like iPlayer. Take a look at more September anniversaries here.
Strange fact
It's illegal to own just one guinea pig in Switzerland. It's considered animal abuse because they're social beings and get lonely.
Inspiring quote
"The first time I see a jogger smiling, I'll consider it." — Joan Rivers.
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