I often read dull case histories.
That’s a shame.
Good case histories would be a very effective tool to generate ideas. Even to inspire new business models. Instead, they have become self-celebrating commercials. And so, they lose their purpose: to inspire a customer, to make him think.
But why are they so tasteless?
Because case histories almost always have this structure:
- My client’s problem;
- What they bought (our product);
- Pre-packaged interview with the contact person (written by you, and he approves it);
- Here’s how well they’re doing now.
In short: they are called case histories, but they are product brochures.
Those who create the case history also make a second mistake creating an even more insipid soup: it tends to give customers histories belonging to the same market. Automotive customer? Automotive case history. Chemistry? Case history of a chemical industry. And so on.
Instead, the best ideas come from outside our market. Inside, everyone copies, and nobody innovates. The grass is always greener on the other side, but it’s the same green we already know.
We’ll go deeper into the winning case history model in our new product that will be out in a few weeks, and I’ll start talking about it in a couple of days.
Today I want to anticipate here two features and show you a practical application about the usefulness of being able to look out of our vegetable garden.
First of all, the two features:
- an effective case history DOESN’T necessarily have to come from your sector
- and then, it must NOT even be at any cost a self-celebration of your product
Let’s now come to the practical application of how to create a “different” case history.
The audience that follows us is mainly made up of brick-&-mortar companies, with classic sales where sellers meet customers, make offers, negotiate, etc.
Yet, despite the fact that the reader has this traditional model, we know that he could also benefit from lesser-known aspects of web marketing, which are light years away from the way it does business.
So, what did we decide?
We decided to make people reflect every now and then on some best practices that come from the web. But we prefer to have them presented directly by some selected Italian online marketers that we admire.
So, in recent days we presented a first protagonist, Valerio Fioretti, author of three bestsellers on Amazon, who teaches how to gain authority in his field using the web. And in the future, we’ll also present other colleagues with different specializations.
What’s the goal of these endorsements?
Offering case studies from other worlds, to shine a light on different planets.
And the question you have to ask yourself to make the exercise profitable is:
What could I use in my business? And how?
Because it’s easier for decisive inspiration to come to us from outside, rather than from the usual bubble we are immersed in every day.
P.S.:
At midnight today the promotion of the launch of the new product by Valerio Fioretti, Authority Experts Edition, ends. As part of the collaboration, we’re participating in the launch by offering the TheSystem product as an additional bonus.
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