Don’t let anyone pretend otherwise...
Dec
03

Did you pack the case yourself, sir?

December 3, 2012 3:58 pm Published by Comments Off on Did you pack the case yourself, sir?

Don’t let anyone pretend otherwise. No matter how sophisticated marketing techniques become, no matter how accurately the latest techniques can target potential customers, no matter how many customers are attracted by the most advanced SEO…nothing beats word of mouth for generating sales.

A friend of ours recently ignored millions of pounds worth of iPhone advertising – not to mention Apple’s impeccable brand credentials, superb product design and ultra-cool image – and bought an HTC phone. The reason, apart from the desire to wilfully fly in reason’s face? “Well, my mate Dave has an HTC and he says it works quite well.”

What happens when you have no mouth and no word?

Without speaking to each visitor to your website personally and recommending they talk to the equivalent of your mate Dave, its difficult to harness the power of word of mouth to sell your company, products and services. But not impossible.

Remember the first two words of this paragraph

Skilfully written case studies are a fantastic form of word of mouth, provided you follow some simple rules. The first of which is to employ a professional. Of course, we have a vested interest in saying that; we do, after all, write successful case studies for a number of our clients as part of our comprehensive web design, copywriting and building service. The cost is minimal (compared to having one of your senior execs waste a couple of hours hacking away at the language) and the end result is a study that showcases the company’s abilities whilst containing a near-subliminal but extremely effective recommendation from a respected third party company.

Packed? This case study is stuffed

Of course, if you’re not busy you might as well have a go yourself – what could possibly go wrong? Well, you could follow the client/the problem/our solution/the result formula. That goes wrong because it’s so dated it makes your company look antediluvian. You could pack the piece with so many details that the reader falls asleep halfway throu..zzzz. You could bury the salient selling points in a welter of worthiness. You could sound too stiff, or too flip. Or you could bore the pants of everyone. No-one was ever bored into buying a product remember.

In short, you could waste hours and end up with word of mouth that no-one was listening to. If we’ve made our case, talk to Michelle about your studies on 0330 088 9277 or make contact here.

 

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