The dialogue can be conducted in any format: by phone, video or in writing. The key point is to obtain comprehensive answers to a number of questions:
What problems did you encounter before you started using our product/service?
Why did our product/service catch your attention? Have you considered competitors' offerings?
How did using our product/service help overcome the problems that arose?
What are your business goals?
Ready to provide information that indicates your success?
The development of reference architect data package material about the client is carried out using the following questions:
What field of activity does your company operate in?
How long has our product/service been used?
How does your work process work?
How many employees are included in your team?
If we are talking about a small case, you can get answers only to the main questions. If you are going to conduct an in-depth study, then additional detail will be required.
Creating a script
The accumulated facts will serve as the foundation of the story. It is time to put them together. Cases usually use the "Monomyth" format.
The storyline is divided into 3 key acts:
problem;
solution;
result.
Remember that the main character of this story is your client, not the product or service. However, the case should emphasize that you helped the consumer achieve the goal. Develop a detailed case plan. The information received should be distributed in accordance with the acts described above.
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Head of SEO and Development
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Formation of structure
You need to describe the story. The structure looks like this:
Headline and subheadline. Include a description of the client, the problem, and the proposed solution in this block.
Summary, brief content. Briefly state the essence of the case, highlighting the main facts and conclusions.
Client: Describe the case object – industry, scale, unique features of the company.
Problem or challenge: Tell us about the task the client faced or the goal they set for themselves.
Solution: Describe how your product helped overcome a challenge or accomplish a task.
Results. Present the results obtained in figures, percentages, visual comparisons in the “before/after” format.
Plans: If the project is still operational, describe the next steps to be taken to increase the metrics.
Call. Focus on the actions the client needs to take. For example, call your number, subscribe to your newsletter, read similar cases.
At this stage, you need to contact the consumer, provide him with intermediate results and, if necessary, make adjustments.
Graphic design
The text is approved, now it's time to work on the visual component. The design can be different. The design is selected depending on the chosen format, the platform on which the case will be published and the budget. Often, you can get by with a simple layout. In some cases, you need to create infographics or even an animated video. Follow some important rules:
Make your material easy to scan. Use lists, break text into compact paragraphs, and include informative subheadings.
Visualize information by choosing the most appropriate formats: animations, graphs, tables, infographics and interactive elements. This will greatly simplify the understanding of the presented data.
Keep it simple by providing examples, using comparisons that customers will understand, and creating videos for added clarity.
Highlight key points using contrasting colors.
Emphasize your corporate style by adding a logo, corporate colors and fonts.
Don't forget to check with the client. It's likely that you'll need to change the typeface, the size of a team member's photo, etc.