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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

Use Multimedia to Compellingly Demonstrate Your Results Statement

 

Last week, Fire Enterprises (FEI) marketing maven Marka showed savvy salesperson Zoot how to craft compelling Results Statements for case studies. This week, Marka tells Zoot how they can use multimedia content to help demonstrate these Results Statements. Remember, fire = print.

“So we’ve created a killer case study using the Challenge/Solution/Results formula,” Zoot said.

“Yep,” Marka said.

“And we’ve crafted a compelling Results Statement for the case study: ‘Dione’s Donuts has used FEI’s ultra-powerful FireTastic kiln to reduced baking costs by 20 percent.’”

“Beautiful,” Marka said.

“Are we missing anything?” Zoot asked.

“Just one thing,” Marka said. “By incorporating multimedia content into our case studies—videos, graphs, photos, and more—we can demonstrate our Results Statement in a compelling way.”

“I think I understand,” Zoot said. “Can you give me a few examples?”

“Sure can...”

  • Product/Solution Demonstration Video—The FireTastic can bake a sheet of donuts in less than 30 seconds, which has been key to helping Dione’s reduce baking costs. Let’s demonstrate this speed by shooting a quick real-time video of Dione baking a sheet of donuts in his kitchen.
  • Video Testimonial—Let’s get Dione in front of the camera to give a short testimonial focused on how the FireTastic has helped his business achieve faster baking times, lower baking costs, and happier customers.
  • Flash Video—Take photos—of the FireTastic in action, of Dione’s kitchen and shop exterior, of happy customers eating fresh kiln-baked donuts—and arrange them into a compelling story via Flash animation. Bookend the video with slides detailing the Results Statement. Then we’ll have a memorable communication that features our Results Statement while showing how Dione, his customers, and even his staff have benefitted from the FireTastic. Let’s keep the video short - under 30 seconds if possible.
  • Graphs and Diagrams—Let’s demonstrate our Results Statement using big, splashy, colorful diagram or charts. For example, we could include two bar graphs side-by-side: one showing Dione’s annual baking costs before installing our kiln, and another showing their much lower costs after.

“These are fantastic tips,” Zoot said. “I should go out to lunch with you more often!”

“Next time, you’re buying,” Marka said with a wink.

Next week: Marka and Zoot discuss the value of creating a messaging document to keep marketing, sales and customer service people on the same page.

Today’s FIRE! Point

Include multimedia content—such as videos and graphs/diagrams—to help compellingly illustrate your case study’s Results Statement.

FIRE! In Action: Case Study Forum Provides Proof Points for Customers
The case-study-creation specialists feature dozens of case studies on their Website that they’ve created for clients—every one is tied to an ROI statement or Results Statement.

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