Few sales tools can be as exhilarating and persuasive as a case study. A vivid study draws in readers, lowers their sales resistance, and gets them psyched about hiring you.
Creating such a study, though, isn't easy. Many consultants blow it. Their studies meander and are more likely to produce yawns than signed deals.
What, then, is the secret to a strong case study? How does a service provider, produce one that wins business rather than bores?
One way is by using an insight-based case study.
When you use an insight-based case study, you focus - not on your methodologies, which often sound like commodities - but on the insight that allowed you to solve your client’s problem.
By focusing on insight, your prospective clients get to see an x-ray of your mind when you’re at your best. They see how you take in facts, understand information in a way that eludes everyone else, and are able to fashion solutions that produce results when the heat is on.
Now, in this RainToday webinar, you’ll learn how to write and use your own insightful case studies from the man who invented the technique, positioning consultant and bestselling author, Mark Levy.
Mark will teach you how to:
- Identify projects that will make the most persuasive studies
- Uncover the many ways you create value for clients (ways that you, yourself, may be unaware of)
- Train clients to look for results as a project unfolds
- Discover a project’s dominant insight
- Use a simple three-part formula as your story-telling tool
When the webinar concludes, you will know how to create your own potent studies, which you can use on your website, in marketing materials, during speeches, and when you're sitting face-to-face with Mr. or Ms. Big, trying to win business.
About the Presenter
Mark Levy is the founder of Levy Innovation (www.levyinnovation.com), a marketing strategy firm that helps consultants and entrepreneurial companies increase their fees by up to 2,000%.
David Meerman Scott calls Mark a "positioning guru extraordinaire." Joe Vitale calls him "a Superman of the mind . . . Computers want to grow up and be like him. And I'm probably under describing his abilities."
Mark has written for the New York Times, has authored or co-created four books, including Accidental Genius: Revolutionize Your Thinking Through Private Writing, and has taught persuasive business writing at Rutgers University.
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Presenter: Mark Levy
This webinar was broadcast on April 17, 2008
Duration: 90 minutes, including a 30-minute question and answer session
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