Welcome to where the magic happens. Every project, class, system and process I have ever implemented started with a blog post RIGHT HERE. So dig in, there is gold in these electrons.
We all want to write about our successful exploits so potential customers may learn from what our established customers have experienced. The problem is we often lack the most effective way to get our message out. We also fall prey to the inability to explain the impact, results and ROI so value is immediately understood and ROI is instantly perceived.
Following the Matrix Case Study Structure will ensure your potential customers understand the “story” while also realizing the TRUE ECONOMIC effect of your solution.
1) State the Business Problem in plain language, the simpler to understand the better. Stay away from clever turn’s of phrase or industry specific vernacular (words like vernacular for example).
2) The Consequence of not fixing the problem MUST be stated ASAP, if not the question in the reader’s mind is “Why am I wasting my time?”
3) The Reward of the fixing problem must be stated IMMEDIATELY after the Consequence. Readers are tuned to radio station WII FM “What’s In It For Me?”
4) Explain the specific results the customer received as a by product of the implementation, making sure you “speak” in dollars and performance as well as systematic/procedural improvements.
5) Discuss any business lessons learned through the prism of explaining the solution. Don’t leave out any “warts” in the implementation. This level of disclosure will establish trust regarding you personally and your results.
6) Wrap up with a CURRENT snapshot as to how well the current customer is doing (complete with dollar and systematic/procedural updates) or with a simple conclusion of the experience.
Some folks LOVE the Call to Action Premise, “If these are the types of issues you face and results you want please contact us at…” I tend to NOT use them because they are obvious. You should always be following up TELE-PHONICALLY when you are aware of somebody requesting/downloading etc., a case study so a call to action is moot if you are ON your game.
Each contact you make should be progressing the relationship just don’t forget to ask for feedback about the case study. If they were not compelled to contact you by its presentation why not? What can you do differently? What are they looking for? Be responsive and listen to your customers and potential customers. Make your tweaks, rinse and repeat and start counting your cash….