How to Use Mini Case Studies to Market Products and Services
Posted on: November 6, 2014 by: DedePerkins
You do a terrific job of driving prospects to your website, but your inbox is frustratingly empty and your phone is quiet. Something is wrong, but you’re not sure what it is. In order to figure out the problem, you read through your website and nod: Yup, there’s the list of our products and services. Our site loads quickly and is easy to read. Our contact information is correct, and our links are in working order. As far as you can tell, your copy isn’t the problem. But wait; look again. Does your website speak to your prospects? Do you show that you understand their problem and have already helped many others who were once in their position? If not, consider adding mini case studies to your pages.
What is a mini case study?
A mini case study is first and foremost a story. Since business is ultimately about human relationships, to be successful you must connect with your prospect. Use the mini case study to SHOW prospects how you’ve helped others in similar situations. Use the mini case study to introduce a person with a challenge and show how you or your company efficiently and effectively helped that person solve that challenge.
What is the format of a mini case study?
A mini case study is short, usually less than 300 words, and follows a simple format: Introduction, Process, Solution, Call-to-action.
Introduction – one paragraph
The introduction describes the situation and sets up problem.
Process – two to four paragraphs
The process shows how you or your company approached the problem and breaks down the steps so the prospect can visualize how you could help them, too. If you have a quote or testimonial, include it in the process section.
Solution – one paragraph
The solution shows how your company helped the customer or client solve his problem or reach his goal.
Call-to-action – one paragraph
The call-to-action ends the mini case study with specific information on the best way to contact you.
That’s it – the mini case study is short, simple, and effective.
Here is an example of one of our mini case studies that is still driving conversions for a commercial real estate client:
Tenant Representation Services: Strategic Planning & Transaction Management Process Keeps Maine’s Largest Law Firm in Portland.
It had been over 30 years since Maine’s largest law firm, Pierce Atwood, contemplated a move, but their lease was coming up for renewal, and they wanted to look at their options. The firm turned to NAI The Dunham Group to help identify and evaluate their options and ultimately to procure a new location for their 80,000 SF downtown Portland office.
“This project required vision on everyone’s part. The Dunham Group brokers were flexible and pragmatic, and we appreciated how hard they worked to make the deal come together.”- Dennis Keeler, Pierce Atwood
Since Pierce Atwood had already determined their square footage requirements, the NAI Dunham team’s first step was to survey the market to determine all existing and potential options. They created a broad list of properties and obtained in-depth information on each site.
With this information, NAI The Dunham Group created a grid and helped the client determine the most efficient geographic location based on client, employee and partner requirements. NAI The Dunham Group then worked with the developers to create financial and conceptual building proposals for the most promising candidates.
The next step was to create a detailed Request for Proposal, which NAI The Dunham Group sent to the top pick property owners and developers. Once the proposals were in, the NAI Dunham team conducted an in-depth financial comparison of each site and helped the client determine the best option.
In the end, the client chose the Cumberland Self Storage Building on Merrill’s Wharf, which was completely redeveloped for the firm, a result that is a win-win situation for both Pierce Atwood and the City of Portland.
If you are within two years of your current lease expiration date, call NAI The Dunham Group to review your situation and learn how they can add value to your leasing process. There is no cost to you, as the landlord provides compensation if NAI The Dunham Group successfully completes your lease transaction.
If you’d like to read more of NAI The Dunham Group’s mini case studies, please visit http://www.dunham-group.com/real-estate-services.php.
If you’d like to talk to A Few Good Words about adding mini case studies to your marketing materials, call 207-671-3904 or shoot us an email.
Dede Perkins has over 25 years of writing, branding and marketing experience with businesses and non-profit organizations.