Data, prose and graphics speak to both sides of the brain
You’ve solved a customer’s problem or addressed a need in exemplary fashion. Let your success breed success by telling others about the results you’ve helped your clients achieve.
While you’re telling the tale, compare results with industry averages whenever possible. Benchmark your new products and services against your previous lineup.
Even though financial business communications are highly regulated, that doesn’t mean they should be dull. I write in active voice and work with an experienced graphic designer (or yours) to speak to both the left and right sides of the brain.
Where to begin?
Sales managers, next time your staff gets together, engage them in storytelling sessions about their clients and take good notes. Anecdotes can be useful embellishments to otherwise staid presentations, even if they don’t make their way into a full-blown case study.
Independent professionals, start a habit of recording your thoughts and impressions after interesting client meetings or service requests.
Voice recognition software can quickly transcribe your notes into a document. If we work together, such transcription is un-necessary; simply email me a sound file.
Re-purpose case studies
If you’ve gone to the expense and trouble of preparing a case study, consider using it
- within a white paper
- to address a trade association/industry group
- in a magazine article (or offer it to a trade magazine as part of a larger story)
- in your own e-newsletter
- as an investor relations communique
- to launch a new line of business or open new markets
With 20+ years of industry experience I begin writing immediately; no extensive learning curve is necessary.
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