People love case studies because people love stories. Case studies have a beginning, middle and end – or rather a problem, solution and result. Case studies show how similar professionals or businesses handled a situation, and how they got the results they wanted.

When crafted well, case studies can be one of your most effective sales tools. They allow you to put your expertise on display and let your pleased clients sing your praises. Colleen Francis, founder and president of Engage Selling Solutions, adds that case studies are powerful even when they’re anonymous. People want to see results, and results are at the core of every case study.

Wondering how to craft a compelling case study? Read on. We’re sharing Francis’ perfect case study framework in this issue of Promotional Consultant Today, along with suggestions on where to publish your case studies.

The Three-Step Formula:

Step 1: Outline the client’s problem. What issue or challenge did your customer face? Francis says it’s important to use specific details when describing the situation. You could say something like, “A nonprofit organization needed to raise money quickly due to receiving nearly double the number of families needing assistance.”

Step 2: Explain the solution. This is where you get to showcase your expertise and how you helped your client solve the problem. Be sure to write your solution clearly so readers can understand exactly what you did, notes Francis. You might write, “The group hired our company to create a donor campaign with a goal of raising $5,000 in one month.”

Step 3: Highlight the results. In this part of your case study, you explain how your offering solved your client’s problem. An example might be, “As a result of the donor campaign, the nonprofit was able to raise $15,000 and help feed more than 300 families in the local area. The campaign also led to more than 50 new donors contributing monthly.”

Where To Share Your Case Studies:

In addition to featuring case studies on your website, you could also include them:

  • On your blog
  • On your social media accounts
  • In your professional communities
  • As part of your client proposals
  • In your marketing emails

Francis says that the more places you publish your case studies, the more likely they will be seen, read and acted on. Depending on the channel, you don’t have to publish the entire case study. Instead, you could include a link in your email signature to check out your latest client success stories and then link readers back to a dedicated page on your website.

Case studies can be the key to getting more sales. They can show your creative thinking, your problem-solving skills and your ability to get results for your clients. With case studies, prospective buyers get a sneak peek at what you could do for them. Follow the framework above to write better case studies and attract new business.

Compiled by Audrey Sellers

Source: Colleen Francis is the founder and president of Engage Selling Solutions. She is also a keynote speaker and sales leader with more than 20 years of experience.