如何創建能讓客戶購買、參與和提升的案例分析？(How to Create Case Studies that Make Customers Buy, Engage and Ascend)

                    如何創建能讓客戶購買、參與和提升的案例分析？

我請Robert Skrob為我的網站再寫一篇客座博客。羅伯特也是我強烈推薦的《留住點》一書的作者。此前，他在我的博客上分享了《新客戶體驗》和《圍繞你的公司創建一個充滿活力的社區》的話題。今天，他分享的主題是 "創建案例分析"。仔細閱讀----羅伯特確實是個專家。

創建案例研究

你的客戶對你和你的產品有三個重要的決定。每一個決定，你都有機會贏得或失去客戶。
這三個決定點是：

1.我是否應該嘗試一下這個產品？

2.我買了，這真的值得我投入時間和金錢嗎？

3.我已經有一段時間的客戶了，我過去也喜歡這個，但這是否還值得我花時間和金錢去購買？

有一種營銷手段可以幫助你的客戶每次選擇你，那就是精心製作的客戶案例。

真的嗎？客戶案例分析？

是的，這些案例研究和客戶故事是您與潛在客戶、新客戶和長期客戶建立牢固關係的最有力工具。
近年來，出版業經歷了巨大的轉型，訂閱量處於歷史低位。如今，《商業周刊》已經是一個空殼，每月的訂閱人數不到95萬。而《人物》雜誌卻擁有350多萬訂閱者。人們希望閱讀別人的文章。

你的客戶希望聽到像他們這樣的人的故事。他們希望聽到努力、克服困難、戰胜對手的故事，也希望聽到弱勢者戰勝更強大的對手的故事。儘管你的教學和培訓資源對你的會員來說很好，但這些故事才是他們真正想要的。你將會吸引和留住你的客戶，這與你如何很好地傳遞這些故事成正比。
這些故事也證明了你說的話是真實的。當你提供一個又一個使用過你的產品或服務並獲得成功的例子時，你會影響到你的會員對你的項目和自己的看法。即使客戶還沒有得到結果。在閱讀或觀看了一段關於你的客戶成功案例的視頻後，他們會想，"哎呀，也許這是有可能的。"

在聽夠了這些故事之後，你的客戶會對自己說："如果那個人可以做到，我也可以做到。" 經過這樣的心態轉變後，她更願意用自己買的東西，考慮多買一些。這就引出了今天的問題：

如何寫出一個了不起的客戶成功故事？

最近，一個長期客戶問我以下關於案例分析的問題；也許你也有類似的疑問。

"我想問你的問題是，你是根據你為客戶做的事情，對客戶使用這些問題嗎？你的過程？意思是說，我做這些是為了推銷自己和我的產品？還是我把這些問題作為自己的客戶如何成功的案例研究，把我排除在外？然後只提一些我教的東西？"

關於如何在案例分析中宣傳自己和你的策略--這取決於你如何使用它們。
如果你是在銷售演示中介紹案例分析，那麼你要明確說明你在哪裡參與。
或者，如果你是在向現有成員介紹這個案例分析，那麼你可能是在倡導一個關鍵的理念。在這種情況下，你可能會指出這個人是會員或客戶，然後描述使用你銷售的某一特定產品或服務是如何產生影響的。
總結一下。如果你是在公開的銷售情況下，那麼要公開說明你的參與。然後，在其他情況下，可能適合說明你的理念的執行力。

我創建案例研究的公式很簡單。我首先對我的會員進行採訪錄音。然後，我把採訪記錄稿提供給作家，以創建一個書面的案例研究。

這裡有一些面試問題可以讓你入門

在閱讀問題時，將 "你的會員突破過程 "改為你的產品或輔導計劃的名稱：

• 你的背景是什麼？你是如何開始做現在的工作的？
• 你是怎麼發現 "你的會員突破過程 "的？
• 當您第一次看到它時，您是怎麼想的？
• 您是如何開始實施 "您的會員突破流程 "的？
• 自從您發現 "您的會員突破過程 "後，您的生活中發生了哪些變化？
• 您對剛剛發現 "您的會員突破過程 "並決定是否嘗試的人有什麼建議？
  

為了獲得最佳效果，我親自進行這些訪談。我可以通過問一些後續問題來探討會員們感興趣的領域。但是，如果時間緊迫，我通常會把這些問題作為調查問卷的形式發出去。
一旦我有了一個好的訪談記錄，我用成績單來雕琢一個令人信服的成功故事。
一旦你有了這些案例研究，你可以把它們用在演示文稿，每月的通訊，把它們整理成書，送給潛在客戶，或者把它們納入電子郵件跟進序列中，把更多的潛在客戶轉化為客戶。

使用演示，隨處捕捉案例研究，並通過實例教學，而不是僅僅依靠講課。

Robert Skrob是會員和客戶留存方面的第一專家，也是《留存點--會員和訂閱增長的最大秘密》一書的作者。他曾幫助數百個會員項目從初創期的會員制企業成長為世界上最大的會員制和訂閱公司。

I’ve asked Robert Skrob to write another guest blog for my site.  Robert is also the author of “Retention Point“, which I highly recommend.  He previously shared the topics of “The New Customers Experience” and “Creating a Vibrant Community Around Your Company” on my blog.  Today, he is sharing the topic of creating case studies. Read closely – Robert is truly an expert.

Creating Case Studies

Your customer has three important decisions to make about you and your products. With each decision you have the opportunity to win or lose the customer.

Those decision points are:

1. Should I give this product a try?
2. I bought, is this really worth what I invested in time and money?
3. I’ve been a customer for a while, I’ve enjoyed this in the past but is this still worthy of my time and money?

There’s one marketing tool that can help your customer choose you each time: a well-crafted client case study.

Really? A client case study?

Yes. These case studies and client stories are the most powerful tools you have on your side to foster strong relationships with potential customers, new customers, and long-time customers.

The publishing industry has undergone a huge transformation in recent years with subscriptions at historic lows. Today, Business Week is a shell of what it was with fewer than 950,000 subscribers each month. People Magazine, however, has more than 3.5 million subscribers. People want to read about other people.

Your customers want to hear about people like them. They want to hear stories of striving, overcoming, and of the underdog beating more powerful rivals. As great as your teachings and training resources are for your members, these stories are what they really want. You’ll attract and retain your customers in proportion to how well you deliver these stories.

These stories also prove that what you say is true. When you deliver example after example of individuals who have used your product or service and succeeded, you impact how your members think about your program and themselves. Even if a customer hasn’t gotten results. After reading or watching a video about one of your client success stories, they think, “Gee, maybe this is possible.”

After enough of these stories, your customer says to himself, “If that guy can do it, I can do it, too.” After this mindset transformation, she’s a lot more likely to use what she purchased and consider buying more. Which brings us to the question of the day:

How do you write a terrific client success story?

Recently, a long-time client asked me the following question about case studies; perhaps you have wondered something similar:

“My question for you is do you use these questions on clients based on what YOU did for them? YOUR process? Meaning, should I do these to sell myself and my product? Or do I put these forward as their own case studies of how my client became successful and leave me out? Then just mention some of the things I teach?”

On how far to promote yourself and your strategies in your case studies — it depends on the how you are using them.

If you are presenting case studies within a sales presentation, then you’ll want to make it clear where you were involved.

Or, if you are presenting this case study to existing members, you may be advocating a key philosophy. In this case, you may indicate the person is a member or client, then describe how using a particular product or service you sell created the impact.

To summarize: If you are in an overt sales situation, then be overt about your involvement. Then, in many other cases, it may be appropriate to illustrate the power of implementing your philosophy.

My formula for creating case studies is simple. I start by recording an interview with my member. I then provide the interview transcript to a writer to create a written case study.

Here are interview questions to get you started.

As you read the questions, replace the words “your member breakthrough process” with the name of your product or coaching program:

• What’s your background? How did you get started doing what you are doing now?
• How did you discover “your member breakthrough process”?
• What did you think of it when you first saw it?
• How did you get started implementing “your member breakthrough process”?
• What has changed in your life since you discovered “your member breakthrough process”?
• What advice do you have for someone else who has just discovered “your member breakthrough process” and is deciding whether or not to try it?

For best results I conduct these interviews personally. I can explore areas that would be interested to members by asking follow-up questions. However, if time is short I’ll often send these questions out as a survey instead.

Once I have a good interview recorded, I use the transcript to craft a compelling success story.

Once you have these case studies, you can use them in presentations, monthly newsletters, pull them together into books to give to prospects, or include them in email follow-up sequences to convert more prospects int customers.

Use demonstrations, capture case studies everywhere you can, and teach through examples rather than relying only on lectures.

Robert Skrob is the #1 expert in membership and customer retention and the author of the book, Retention Point The Single Biggest Secret to Membership and Subscription Growth. He has helped hundreds of membership programs launch and then grow from start-ups to become some of the largest membership and subscription companies in the world.

https://ivanmisner.com/how-to-create-case-studies-that-make-customers-buy-engage-and-ascend/