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!”

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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 tj@tjtedesco.com.
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