Case studies are one of the most effective marketing tactics to increase credibility and drive more conversions.
Today, many prospects do not want just your word that you are a great financial advisor; they want your client’s word for it. Through case studies, you can show prospective clients that how your services have worked for your existing clients.
A recent white paper published by Advisor Websites reveals essential tips to convert testimonials into case studies. Here are a few insider tips on how to write effective case studies to attract your prospects.
Find the star-client to feature
IFAs should ensure that the client that they choose to feature in the case study is very familiar with the services offered by them. More importantly, this person should match an ideal customer, someone that prospective clients would be able to relate to. Showcasing a client that identifies with the target audience will make an IFA more attractive to prospects who are interested in his service.
Create a goal for the meeting
A prospective client should be familiar with the goal of the case study after scheduling the first meeting. It will help them to feel prepared for the meeting. Also, here are another couple of things IFAs should considering before the such interactions
- Formatting or customizing the case study as per the client’s interest before the meeting.
- Using a pre-specified format like either audio, video or a plain document to present the case study. This will help in creating a goal for the meeting.
Make the case study interesting to read
Readers usually have a short attention span, it is therefore advisable to keep things short and to the point by including bulleted lists, concise paragraphs, pictures and headers. The reader should be able to read the content quickly so that they understand the most important parts and get a great impression of the services.
Use the case study as a marketing and sales tool
By sharing the findings from the case study, prospects can see how your firm actually gets results for your clients. IFAs should use a case study as a sales and marketing tool. It is recommended that advisors should place the case study somewhere prominently on the website and share it with prospects who enquire about the services offered.
