One of the biggest problems any business has is how to make potential clients aware your company even exists and has the capabilities to solve their problems. These potential customers have problems they want to solve, but have no knowledge about your firm and your skill at solving those exact problems.

An incredibly easy solution is the case study.

A case study is a short article detailing how your company solved a problem for one of your existing clients. When a potential client, with a similar problem, reads your case study, your company is instantly on that potential client's radar as a solver of that problem.

As a freelance copywriter, I follow a very easy formula when writing case studies for my own clients. In fact, my formula is so easy it's almost embarassing to write it down for you.

If you've ever read a book on how to write a resume, you have seen the formula called PAR, which stands for PROBLEM, ACTION, RESULTS. All I have done is adopt this formula for writing case studies.

  1. The first step is the Problem. What was the problem you solved for your previous client? As you write out this step, make sure you are both specific enough to clearly describe the situation your client was facing and how it was hindering their business.

    An easy way to think of this is to describe the pain your client felt before you arrived on the scene. But your description of the problem must also be general enough for your potential client to identify their own need with the problem you are capable of solving.

  2. The second step is Action. How did you solve the problem? What steps did you take and what skills did you utilize on behalf of your client? This is no time to be modest. Demonstrate that your company didn't just fall off the turnip truck when it comes to the kind of work you do. Make this second step a showcase for your capabilities so the potential client will want to pick up the phone and call you right now.

  3. The last step is Results. All selling is a presentation of before and after stories. Your potential clients want to see the happy ending your previous client experienced. Ask yourself what changes a potential customer wants. If you were able to deliver these changes to your previous client, make sure you show these changes as the happy ending for your story. If your previous clients have given you testimonials, this is the place to use them to add even more credibility to your case history.

Showing up on potential customers' radar is simply a matter of making them aware you are a solver of their problems and that you have done so for others.

Over time, your goal should be to compile a portfolio of case studies applicable for all the different types of problems you solve. You should also create case studies of different types of clients so a wide range of potential customers can identify your services with their own problems.

COPYRIGHT © 2006, Charles Brown


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