HAPPILY EVER AFTER CASE STUDY

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Happily Ever Afters with GPC
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HAPPILY EVER AFTER:CASE STUDIES MESSAGING

We have been programmed, in virtually every culture, to believe in "Happily Ever After" endings. From the time we can listen to (and maybe not even understand) fairy tales and bedtime stories, throughout youth, and into adulthood.

We continue to read classics like A Midsummer Night's Dream. We buy movie tickets for the Star Warsand Lord of the Ringsseries. We watch re-makes of Greaseon television, and re-runs of Colomboon television. We believe.

WE WANT TO BELIEVE THAT GOOD PEOPLE ALWAYS WIN

​It makes no difference whatsoever if any of us are, by nature, cynics or skeptics.

  • Outwardly, we may consciously scoff at promises made.

  • But inwardly, we subconsciously want to believe.​

  • It is "second nature." After all this time, it may even be genetically encoded.

​​AND THAT'S WHY CASE STUDIES CAN BE SO COMPELLING

​At least, a well-crafted Case Study.

  • It's been proven time and again there is a specific formula, or sequence, for generating the best response to a case study.​

  • And although "killer" Case Studies may be formulaic, when they come from our shop, they are anything but boring.

​​LET'S START WITH THE BASICS ALL CASE STUDIES HAVE IN COMMON

The specific problems or troubles your B2B buyer faced before buying the product.

The specific problem

  • From lost production time to overwhelming stress.

  • What did this buyer need to solve those problems?

​How your prospect came to know about your company and its products and services.

  • Did she read White Papers?

  • Check out Social Media?

  • See Advertising?

  • Blogs or newsletters?

  • Press Releases?

  • What caused her to start investigating your company to find a solution to her problems?

​THE BUYING PROCESS​

  • What steps did she take?

  • What competitors did she review?

  • Why was your product more appealing?

  • Did someone, or something else influence her decision to buy your product?

How helpful was her salesperson in helping her pick out just the right product for their needs?​

  • Was the salesman pushy?

  • Or understanding and helpful?

  • Did the salesman demonstrate that he fully understood her problems and provide her with the best solution?

What difficulties were there to overcome to get her company to agree with her buying decision?​

  • How did your sales team help her with overcoming any and all objections?

  • Were there any initial problems with the product itself?

  • If so, how did your company respond and what was her experience with your customer service?

Does your customer service team follow up?

  • What's her feeling about how you treat your customer's?

  • Would she recommend this product to her colleagues?

  • Why?

LET'S NOT FORGET THE MOST IMPORTANT POINT OF ALL

Exactly how is her life better after putting your product to work?​ Sound dry and stiff? Not at all.

  • Break down the scenes of a movie like Avatar with one or two sentence descriptions. It would no doubt sound dry as well.

  • But turn those scenes into a story, and that's where the excitement begins!

PUTTING THE PIECES TOGETHER​

Our Process starts with a call from you.

  • At that time, we'll set an appointment for you.

  • A few days out from our first conversation, to get more specific details about your project.

During the first scheduled call-back, we'll ask you for:

  • Your website address and for any other information that we may research on the internet about your company and its products and services.

  • We'll need you to provide us with two contacts (one primary and one backup), phone numbers and extensions for both.

  • The primary contact should be the individual chosen for the initial interview.

  • We'll ask you to give us a brief description about the product or service for which the Case Study is being written.

​Barring any scheduling conflicts, we'll schedule our phone interview within 3 business days from your first call.​

WITH YOUR PERMISSION, THE PHONE INTERVIEW WILL BE RECORDED​

We'll be asking you:

  • Who is your target market for this Case Study?

  • How far along is your prospect in the buying process?

  • What is your goal for the Case Study?

  • Lead nurturing or sale? Or, other?

  • What is the contact information for your satisfied customer who's willing to be interviewed for this Case Study?

Do you already have a Key Message Copy Platform for this product or service?

  • If not, would you like to learn more about how a Key Message Copy Platform keeps your messaging consistent, and on point? Please read the pages on our website about KMCP for further information.

  • If not, what is the key message you've been conveying to the prospect about this product or service in previous marketing pieces?

  • What is the copy length of this Case Study to be?

Who are the heads of your marketing department and sales department?

  • What is their contact information?

  • What is your billing procedure and who is the contact for the billing department?

We'll also have a quick discussion about our fee.

  • Our fee will be based on the length of the Case Study.

  • And, the amount of research required to complete it.

The more market information you can provide us (product information, previous case studies, key messaging, target market, market sector, competition) the lower the fee!

  • Our fee is split into halves.

  • The first half is paid when we start the project.

  • The second half when the project is complete.

After we're done, we'll transcribe a copy of the recording and send it to you for your files.

  • At that time, if there's anything you want to add, or change, feel free to do so.

THAT'S WHEN THINGS REALLY KICK INTO HIGH GEAR

Based on your input, we'll design a series of questions to pose to the satisfied customer, to both draw out choice "quotables" and to put his or her story into the framework of your stated goals.

 

We won't put words in the customer's mouth, but we will get honest answers, the ones your new prospects will want to know about.​

THESE QUESTIONS ARE SPECIFICALLY TAILORED TO RECEIVE HONEST ANSWERS

  • You end up with a piece that stays "on message"  with all your previous marketing.

  • You end up with a Case Study that meets the stated goals of your sales department, for that one piece.

Who will read it?

  • What action does the salesperson want the reader to take?

  • ​You end up with an "evergreen" marketing piece, so well-written that it becomes a timeless piece of marketing for that product or service in future campaigns.

When the questions are prepared, we'll set up a phone appointment with your customer to do the interview.

  • We'll also send you a copy of the questions we'll be asking for your files.

  • And once the recorded interview has been completed with your customer, we'll send you a transcribed copy.

THAT'S WHEN THE FUN BEGINS

We get to write your Case Study.

 

We pour our heart and soul into it for several days and generate a rough draft to send you.

  • Then, with your comments and suggestions, we'll prepare a second draft.

  • And, if necessary, a third and final draft.

It will vary from project to project, since every Case Study is unique, with a different story and a different purpose. But the results are the same. Bigger response. Bigger returns. And better recognition and reputation.

EACH CASE STUDY YOU ORDER WILL BE YOUR VERY OWN "HAPPILY EVER AFTER ENDING"

 
TOM COALSON IS AN EXPERT COPYWRITING

  • ​If you feel strongly about your products and services, and what they can do for your prospects, please CALL Tom right now at 928-551-1258.

  • We look forward to telling your customers' success stories.

  • And, Tom looks forward to being a part of your success story as well.

  • He will bring a fresh perspective and new excitement to your marketing program.​​

 

We look forward to telling your customers' success stories. And Tom looks forward to being a part of your success story as well. He will bring a fresh perspective and new excitement to your marketing program.​​

  • Don't have time to call now?

  • Then please leave your CONTACT information HERE.

  • Tom will get back to you at a time convenient to you.​

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