You’re armed with the ultimate case study structure. You’ve completed the worksheet and made your perfect case study outline. Now you’re ready to ask your best, most impressive client. But you’re nervous…
Tip Number 2: Convincing Your Client to Star in Your Case Study Blockbuster
Right, you’ve nailed the big idea with your first video marketing tip. Feeling chuffed? You should be. Now, let’s get down to brass tacks with tip number two. Convincing your client to take centre stage in your case study video might sound like a sticky wicket, but it’s easier than you think.
Here’s how to pitch it:
Step 1: Sell the Vision
First up, you need to get them excited. You’re not just asking them to be in a video; you’re inviting them to be the hero of a story. Their story.
Tell them how this isn’t just about singing your praises; it’s a chance for them to showcase their own success, resilience, and savvy choices.
Your service has provided them with a competitive advantage; discuss how you’ll communicate this. Have your leadership courses helped them develop better management? Has your shipping software improved the speed of their delivery operations?
Step 2: Address Their Fears
It’s normal for clients to feel a bit wobbly about being on camera. Assure them you’re aiming for Netflix quality, not cringe-worthy home video vibes, and that a team of experts will guide them through the journey.
Explain the process, how you’ll make them look good, and remind them they have the final say before anything goes live.
Bonus Tip: ask your agency for some examples of case studies to highlight the quality of the production and the benefit it can have on an organisation (you can check ours out here 😉).
Step 3: Highlight the Perks
Let’s not be coy, everyone loves a perk. Point out the free publicity they’ll get from your marketing push. It’s a win-win. Their brand gets a spotlight dance in front of your audience, and you get a compelling case study. Who wouldn’t want that?
Talk about how you will distribute the video, what impact this will have on their organisation and a ballpark of the number of eyes you’ll get on the video. This step is all about making them see the benefit of creating the video with you.
Step 4: Give Them the ‘Why’
Sometimes, clients need a bit of a nudge to see the bigger picture. Remind them of the Zig Ziglar wisdom: “People buy on emotion and justify with logic.” Their story can be the emotional pull that gets others over the line. It’s powerful stuff.
Step 5: Make It Easy-Peasy
You want your star to feel like royalty, not run ragged. Tell them you’ll work around their schedule and that you’re aiming for minimal disruption.
Offer guidance on what to say (remember, structure, not script) and how to say it. The less hassle for them, the better. Reiterate the fact that you’re filming with professionals who know exactly how to make the process as smooth as possible.
The Final Hurrah: Throw in a Sweetener
If they’re still humming and hawing, why not sweeten the deal? Maybe offer them a polished version of the video for their own use, no strings attached. A little generosity can go a long way.
This could be a full version or cutdowns that highlight your clients’ great work and continuous effort to improve—these are invaluable marketing tools.
Remember, the goal here is to make them feel like they’re about to win an Oscar, not just participate in another marketing activity. Keep it light, keep it flattering, and before you know it, they’ll be signing autographs as the star of your next blockbuster case study.
And as soon as you have one gorgeous-looking case study video in the bag, often all you need to do is show that example, and you’ll get an immediate yes… and another… and another…
Already Got The Go-Ahead?
Then it’s time to take the next step. In the next blog of the series, we delve into the engagement of your case study and give you expert tips on how to keep your viewer engaged.
Keep your eyes peeled on our socials for the release 👀
