The B2B Marketer’s POV, Issue # 102, August 13th, 2019:
Germany is home to the Nürburgring, one of the longest and most challenging racetracks in the world. So much so that it has 3 to 12 fatalities each year. Surrounded by dense forest, the 22.8 km circuit has over 150 corners. These elevate over 300 meters through a mountain range. Formula One racing champion Jackie Stewart once called it “the green hell.” It’s also where the showdown between two of F1’s greatest drivers took place. And one almost lost their life.
The movie ‘Rush’ directed by Ron Howard does a fantastic job of telling this story. So great, that instead of re-telling the story I’d rather describe something else. The formula Howard used to structure his film. It’s the basis for a type of B2B content that has helped countless B2B companies succeed – the Case Study (aka. The Success Story)
Your Products and Services at Their Best
There are many types of business stories. Each serves a different purpose. Like your origin story. Its job is to inspire stakeholders with a common purpose. But that’s not what a Case Study does. Its role is to help close the sale by proving you can deliver on what you promise.
If your services are complex, expensive, or innovative, then you need Case Studies. They’re critical to your sales process. B2B firms read them because they can’t risk making a buying mistake. In the same sense, writing your own Case Studies can be a big mistake. Here’s why …
Steps to a Great Case Study
You may have read business success stories that impressed you. But what you may not have realized is that these marketing assets don’t write themselves. A Case Study specialist has conducted expert interviews. They’ve dug up the facts and shaped them into a compelling marketing piece.
The first interview in the process is usually with you. What are your business goals? What are you hoping your customer will say? They may have a different version of events. And it may be better than yours.
Next, the Case Study Specialist interviews your customer. They’ll ask them about the challenge they faced. What journey did they take to find a solution? How did they use your product to overcome their obstacles? What were the results? They’ll also dig for real-world details that make all the difference in making a story stand out.
What’s Your Story?
Formula One racing is inspiring. In fact, the movie Rush inspired me to write my book on B2B copywriting best practices. Stories are told about athletes because of the challenges they overcame. Your product could gain some mythical significance too, if you told stories about the challenges they helped your customers overcome.
The truth is, great athletes started with no special status. It’s stories that make them significant. Put yourself in the shoes of someone on their buyer’s journey. One good story could raise your product from the ordinary to the extraordinary. So, what’s your story?
Featured Interview – Laura Patterson, VisionEdge Marketing
Laura Patterson is Co-founder and President of VisionEdge Marketing, a professional services firm focused on up-stream marketing consulting. In this interview Patterson explains how her firm helps companies of all sizes improve their marketing, and the dangers of falling prey to the shiny marketing object syndrome. Read more.
"We need to demonstrate proficiency and mastery before we pursue the next thing. While shiny new toys will continue to emerge, successful marketers are strategic partners."
Words of Advice
“Storytelling is the essential human activity. The harder the situation, the more essential it is.”
About Trailblazer Writing
Trailblazer Writing provides results driven B2B case studies. Clients include Marketing Agencies, Consultants and select direct clients. Why? Because not all copywriting gets results.