Mirren This Week

Here is the final posting in our Case Study Writing Series for this week. As discussed, from the perspective of clients, there are three issues with most case studies:

1) The business problem solved
2) The insight
3) The results

Let's now focus in on getting access to the kind of client results that will be meaningful to prospects.

Clients often [Read More]

As we covered in the previous Case Study postings, from the perspective of clients, there are three issues with most case studies:

1) The business problem solved (is not relevant).
2) The insight.
3) The results.

In this third posting, we'll focus in on making sure you provide the kind of results that are meaningful to prospects.

First, address the subject matter of your results.
What is your point of view on what and how clients [Read More]

As we covered in the first posting this week, from the perspective of clients, there are three issues with most case studies. To recap:

1) The problem solved is not relevant to the prospect.
2) The insight is predictable and fails to position the agency's strategic muscle.
3) The results are not meaningful.

In this second posting, we'll focus in on Insights that are Relevant and [Read More]

Case studies... always good dinner conversation.

Quite a number of good questions about case studies have come up over the past couple of years. The issue has become critical enough that we are now addressing it with brand new content in our September Workshops. Over the course of several postings, we'll also address it here.

Over the last few years, we've personally seen several hundred case studies from large global and smaller boutique agencies. And well, please have a seat, we're afraid the news isn't good.

Clients and search consultants regularly [Read More]

This posting from Jill Konrath is quite relevant to agencies in their positioning, pitching and prospecting efforts.

Below are the highlights. You can read her full posting here.

How to Create Strong Value Propositions that Lead to Sales
By Jill Konrath

In order to get customers to consider changing, you have to give them a good reason-a really good reason. They need to know about the tangible business results they'll get from using your product or service.

One of best ways to wake a prospective customer out of his "everything is okay" slumber [Read More]

Here are four agencies that do a much better job of presenting their case studies:

R/GA >>
- Although sometimes a bit too long, best use of video to bring their case studies to life

Kaplan Thaler >>
- Short and to the point, better written insight/solution, better written results

TBWA >>
- Could be more to the point and better structured. However under their Disruptive Ideas section, best use [Read More]