Your first video marketing tip is a biggie. But you didn’t want to start small, did you? We’re in the game of memorable marketing and creating an impact, so let’s dive in.
Tip 1 – How to Turn Your Clients Into Your Greatest Salespeople with Narrative-Led Case Study Videos
Of all the types of videos a business can create, case study videos always always perform. They send web conversions sky high, they’re incredible remarketing ads, and we’ve even got clients who have replaced entire pitches with a case study video – and it works, so they just keep on doing it and keep on winning work!
The key is story and emotion, a.k.a “the feels”.
Firstly, forget written quotes about you being “a great bunch to work with”. What your future clients want to see (not just read about) is the transformative effect you’ve had on other people.
This future customer wants to see that you took someone from the same place they’re at now—facing the same problem—and you took them to a place where this problem doesn’t exist anymore. Paradise.
And then we need to go even deeper.
Seeing is good, but they need to feel that transformation, so they can feel what it will be like for them when they reach this new paradise. Your client on the case study will certainly have felt the transformation, and we need to get that across in the video.
Take a look at a recent case study of ours, for example. You can feel Oh Deer’s transformation and how beneficial their new paradise has been on operations.
Why do new prospects need to feel it instead of simply seeing the evidence?
“People buy on emotion and justify on logic.” (Zig Ziglar)
And the best way to make people emotionally engage with anything – and definitely for case studies – is through story. It is not made up but forms a deliberately plotted narrative. Naturally delivered by an actual person who went through this gruelling journey and emerged victorious.
That is why narrative-led case studies work so well.
But what about authenticity in people’s answers?
You need a structure, not a script. The structure will focus your questions on the areas needed for the ideal story you want to tell. And don’t be afraid to write the perfect answer – i.e. what you want to hear them say. This will help you get to the question that elicits that response.
There are many styles in case study videos, but above all else, authenticity is key. People need to believe your customer is giving their own answers if they’re to ‘feel’ and be taken along on this journey. A journey they themselves are longing for.
In our vast experience, asking questions as part of a structure is the best way to get the content you want – authentically.
And for bonus points, ensure your client paraphrases the question back in their answer to give you more options in the edit.
“I’m ready for this magical case study structure already. Give it to me!”
We also think you’re ready.
But first, make sure you download our super handy worksheet, which will help you create The Perfect Structure for a narrative-led case study. To help you start to craft yours, we’ve put together an outline which focuses on each critical phase of the journey:
Step 1: The Starting Point
This is where you introduce your client, focusing on their background, industry, and the key role they play in their market. The focus should be on them and should highlight the leading products or services they deliver and the process they take to get there.
Ideal Situation: You describe where your client was before encountering the challenge, highlighting their goals, achievements, and the landscape of the industry at the time.
Step 2: The Challenge
Next, you want to delve into the issues they’re facing as a company – why did they need to hire you? This could include internal issues, industry shifts, emerging competitors or technological changes.
At this point, it’s important that you start to build a picture of what operations were like before they brought you in to help. How are the issues impacting their sales? Their customers?
By outlining why they needed your solutions, you can focus on the pain points, which will resonate with your viewers and allow them to see that you’re the perfect match to help them as well.
Ideal Situation: You explore the consequences of these challenges on the customer’s operations, growth, and future prospects. Highlight the urgency for a solution.
Step 3: The Unique Solution
Now you’ve outlined the challenge. It’s time to show that you were the only solution.
Present your product or service as the turning point in the narrative. Explain how it was introduced to the customer and discuss their reactions.
The art of this step is to explain your product or service and all the great things it provides but centre it around your client. How did it meet their needs? What pain points did it solve? How did the solution really benefit the client?
Ideal Situation: You dive into the specifics of how your solution was tailored to meet the customer’s needs. Include any innovative approaches or technologies used, emphasising your understanding and flexibility.
Step 4: The Transformation
You’ve introduced your audience, explained the challenge, and discussed your solution. Now, it’s time to showcase the impact of your solution on their organisation.
Using data, testimonials and visuals, you can highlight the positive change you’ve had on your client’s organisations. This step is all about highlighting the triumphs you’ve enabled your clients to have and the support you’ve provided them to get to this stage.
Ideal Situation: You discuss any adjustments made to optimise the solution further. This illustrates a commitment to ongoing support and partnership.
Step 5: The New Reality
This is where you start to explain their new reality – their “no-problem paradise”.
Your focus should be on describing where your customer is now, post-implementation of your solution, and how it’s helped them develop their operations. Focusing on their achievements, growth and how they’ve surpassed their initial goals will position you as the experts in the field and the go-to organisation for solving the viewer’s pain points.
Ideal Situation: You’ll explore the long-term benefits of your solution, including any unexpected positive outcomes. Highlighting how the customer is positioned for future success and any plans for continued collaboration
The Next Steps
Now that you have your perfect case study structure, you’re ready to take the next step: ask your best client to be featured in your video.
And we’ll help you make sure they say yes using the tips in the next blog in our series, so keep your eyes peeled 😉
