Results Statements Make Your Case Studies Compelling

Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot how to use the “Challenge/Solution/Results” formula to write successful case studies. This week, Marka shows Zoot how including results statements will make FEI’s case studies compelling. Remember, fire=print.

Spring had come to Olympus, which meant sunny days and everybody donning their short-sleeve togas. One Friday afternoon, Marka and Zoot had lunch out at Demeter’s Café—a rarity, given how busy FEI usually is—and took a quick stroll through a nearby park.

“Now that we’ve got the Challenge/Solutions/Results formula down pat, it should be easy to write an effective case study,” Zoot said.

“Knowing this formula is a good start,” Marka agreed. “But a truly successful case study will do more than just deliver the facts—it will also intrigue the reader with a compelling Results Statement. Virtually every effective case study has a powerful Results Statement at its core. The Results Statement answers a simple question that every FEI prospect reading our case study wants to know: How have we helped this client reduce their costs, improve their efficiency, or make some other quantifiable improvement to their business?”

“The ROI statement is one effective type of Results Statement,” Marka continued. “Before making a long-term investment in our bigger, more expensive kilns, for instance, our prospects want to know: ‘How long until this machine pays for itself?’ A compelling ROI statement for FEI would be ‘It took Dione’s Donuts just five months to achieve ROI with FEI’s new patented eight-torch kiln.’”

“Another type of Results Statement simply ties our solution to cost savings or a quantifiable increase in efficiency,” Marka continued. “Example: ‘Using FEI’s kiln solution, Dione’s Donuts has decreased cooking costs by 15 percent this year.’”

“Once we’ve developed our Results Statement, how do we incorporate it into our case study?” Zoot asked.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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