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?”
- 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!”
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at email@example.com or 301-404-2244.