The Opportunity



The Backstory

Case studies are a core foundation of marketing.


In recent years however, marketers have neglected them in favour of high volume, low quality social content.


The Flaw

These days no one wants to read a 1,500 word case study - video is the preferred medium.


Yet marketers insist on using the stale and overly simplistic Problem-Solution formula which fails to deliver what buyers want.


What Buyers Want

Today's buyers are highly driven to make an educated and informed decisions.


Above all else, their greatest current demand is for materials to help them with their research process.


Case studies are the only asset truly capable of this.


The Opportunity For CMOs

Your competitors are all focused on pushing reasons to buy their product or service.


But smart money is on the step before that... 

Educate first, then lead them to make the right choice.


STEP 1:

Make Your Client The Hero of the Story

Positioning your client as the hero makes the case study instantly more appealing and relatable.


As the viewer, learning from someone who is a similar position is seen as a quick-route to achieving a successful outcome.

STEP 1: Make Your Client The Hero of the Story

STEP 2:

Help Buyers Better Understand Their Problem or Need

The attraction of a case study is for a buyer to better understand their problem or need.


This is why we deliver educational insights to fulfil that desire.

STEP 2: Help Buyers Better Understand Their Problem or Need

STEP 3:

Warn of Potential Problems To Avoid

Educated buyers make the best buyers.


By understanding the problems they need to avoid, they are then able to better appreciate how you can help them.

STEP 3: Warn of Potential Problems To Avoid

STEP 4:

Educate On Factors Which Determine Outcome

This is the opportunity to pre-qualify the various elements of your product or service as essential to success.

STEP 4: Educate On Factors Which Determine Outcome

STEP 5:

Highlight Competitor Weaknesses

You can't talk negatively about your competitors.


Instead, we strategically cover your competitor's weaknesses to hurt their suitability in the eyes of the buyer.

STEP 5: Highlight Competitor Weaknesses

STEP 6:

Define How To Make The Right Choice

Buyers are highly motivated to make the right choice.


Here we set out how they can make an educated and informed decision.


Every factor covered is one of your key strengths.

STEP 6: Define How To Make The Right Choice

STEP 7:

Show What Life Is Like With Your Help

This is where we sell the dream.


This is where we clearly demonstrate what they stand to gain if they choose your company.

STEP 7: Show What Life Is Like With Your Help

STEP 8:

Facilitate The 'Ideal Choice Epiphany Moment'

This crucial final step is where we facilitate the viewer realising for THEMSELVES that your company is their ideal choice.


We do not tell them - we purposefully guide them to that epiphany moment.

STEP 8: Facilitate The 'Ideal Choice Epiphany Moment'

Example - Fujitsu



Case Study

Here is an example of this new style of case study in action.


This case study entirely reframes the decision making process for an IT Director.


It allows Fujitsu to fully capitalise on their core strength as a value added technology partner.

Regular video production companies simply do not have the same level of expertise in B2B sales and marketing as we do. They are generalists, we are specialists.

This is why our case study videos are the best you can get.

JAMES ROSTANCE

3x Author In Video Production & Marketing

CEO, Story Hero

What next?

If you believe the concept is solid, the next step is to book a brief call to discuss your case study strategy.


Story Hero offers a complete done-for-you service.

Filming where ever in the world your clients are.


During the call you can get complete clarity on how it could work for you as well as discuss who would be best to feature.

Alternatively, if you would like to see some more examples - click below.