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My name is Leticia Mooney, and the first thing you should know about me is that have never worked in ‘traditional’ B2B services industries like accounting or law or architecture. I am not even a marketer! Who am I to tell you what the entire market does?
I’m an expert in getting stories out of people. The type of stories that will make you more money.
Well, keep reading. This may be the most important information you read this year.
So stay with me just a moment. I want to share with you a story.
It’s about one of our B2B services clients, a B2B services business whose founder despaired of ever growing enough. Even though she followed the advice of ‘thought leaders’ in the market.
Let’s call the business owner Sharon (she’s a real person, but this isn’t her real name). Like yours, her business is in a competitive industry.
Sharon did everything business gurus and coaches tell you to do. She
Her personal brand was really something. But her sales? Pfft.
Her existing clients loved her, but she couldn’t break through to the next level.
Do any of these sound familiar to you? :
If it does, then you know exactly how Sharon felt.
But I had seen her in action. I know the incredible outcomes she achieves. So I decided enough was enough.
That’s how I came to tell her to stop talking about herself, and to start telling her clients’ stories instead.
What Sharon did was agree to do our case studies.
All she had to do was set aside 30 minutes for an initial conversation with us, and then make some quick, warm introductions by email.
We did the rest, and Sharon has never looked back.
You’ve got to tell the RIGHT story!
The fastest, most effective way to do it is with a case study.
Used right, a great case study can more than halve your lead-time from quote to sale, because people are quicker to trust you.
The best thing?
Case studies are the smartest ways to spend your marketing budget, because case studies just keep giving.
The case study that Leticia did for my project [with a joint venture partner] was so good that I’ve built case studies into tenders – at their request. They loved having the opportunity to really think about, and showcase, their own business.~ Gina, Training x Design, Adelaide.
Tenders is just one way you can use your case study.
You can also:
No other type of content has a lifespan like a case study.
And that is the holy grail of business content: Something you buy once, but that continues to make you money.
That’s when it truly becomes an asset.FREE DOWNLOAD!
You might already have ‘a content person’ in your business. You probably have a Communication or Marketing department. They are probably churning out loads of great stuff, every single day. So why would you outsource something you can do in-house, cheaper?
It sucks, and it hurts, but it’s true.
Have you heard of the Human Courtesy Bias? It’s a real thing. It’s that tendency we all have not to give negative feedback for fear of offending people.
You already know that asking clients for feedback tends to get you results that they think you want to hear, right?
The Human Courtesy Bias results in people wanting to be helpful instead of honest. That’s why you will rarely get the true story from your clients.
When we talk to them, they know that we’re safe to talk to. We aren’t involved in the transactional relationship that you have with them. This distance means that helpful becomes honest.
Case studies aren’t your core business, but they are ours. They’re backed up by more than a decade of experience in turning interviews into conversations… which means people talk, not perform.
Communication and marketing teams have to do so much more: They handle social media, advertising campaigns, blogs, newsletters, annual reports, interactions with the press. They run your intranet, and your website. They back up your sales and customer service teams with promotions. And more besides!
I won’t lie to you. When your customers are so engaged in a conversation that they forget they’re being interviewed, that is where magic happens.
They’re not a time for you to sell.
They’re not a time for you to just bang on about why you are great, and faultless, and flawless.
It’s not a time to just ‘get the facts’ or some sharp, snappy quotes.
They’re an opportunity to have a deep, relaxed, flowing conversation to learn about a relationship. The outcome is something that shows all of the nuances of a client relationship.
That is a case study.
A case study done right is honest about the process. It shows your customers talking about the tricky stuff. Those times when you didn’t know if it was going to work, or they weren’t sure they were going to work with you. The times when you made magic happen for someone else.
It’s moments like these that make your business human, relatable.
When case studies form a critical part of your prospects’ decision-making, you can assign them a percentage of your clients’ lifetime value.
When you do that, you know immediately:
When you are doing case studies yourself, your clients tell you what they think you want to hear.
When we do them, we can explore their Real Experience. They tell us what sucked about the service or product; how things could have been better; what they wish they’d received. They even tell us about the complexities of getting their bosses to say yes to your service!
The value of this lies in its research output. It shows you exactly what your clients are dealing with. It shines a light on what is really valuable. Forget assuming, or guessing. Our process gives it to you on a platter.
One of our clients believed that his high-touch customer service was a liability. In talking to his client, we learned that it was the key reason why they chose his business.
What decisions are you making, without knowing them to be good ones?
If someone tells you it is, they’re lying.
Every internet guru tell you to do ‘this one thing’ and you’ll get amazing results. Every SEO person, every website builder, digital marketer, and social media consultant.
Every one of them is telling you to do this, that, and the other.
Know that nothing is a magic bullet. Even the best case study on earth. It’s what you do with them that counts.
If you’re looking for fast content to make you money fast, please go away. You’ll be horribly disappointed and end up hating us. Here’s something amazing you can get some dopamine from instead.
Facebook itself was found in 2018 to have lied about the effectiveness of video, just to make more money.(1)
In December 2018, fake reviews started appearing en masse as spam in Google reviews.(2)
We get it: Reviews are great (all of ours are 5 stars!). But can you trust them?
It’s no wonder people don’t know what to trust.
Case studies take special skills, time and effort, and attention. Above all, they require permission.
Your clients have to say yes.
Your clients have to participate.
How effectively you use them is up to you. When you do leverage a great case study, the sky is the limit.
But don’t take my word for it. Scholars have studied the effectiveness of the case study in great depth. From one journal paper: ‘The case study approach allows in-depth, multi-faceted explorations of complex issues in their real-life settings.’(3)
You know yourself that finding a trustworthy service provider is a complex issue. Imagine how hard it is for your prospects when they don’t even know what they’re looking for.
If your answer is no, then you’re in the right place.
Okay so here’s the deal:
The service includes:
Many case studies involve more than 3 interviews.
With all of the foregoing, if we were to calculate each case study based on our hourly rate, one case study alone is valued at more than $3000.
If you’re excited by this offer, make sure that you buy for the right reasons. You will be required to pay either up-front or via direct debit. You will want to know that you are going to get the most advantage out of the process as possible.
So whatever you do, do not make a sales decision on the fly.