2 nights ago, I was on a call with a freelance developer.
We talked for 57 minutes.
During the introduction, we discovered that fitness training is a mutual interest.
Things got spicy after.
I wanted to know how he landed bigger biceps.
He wanted to know how I landed bigger clients.
Either from Upwork or from LinkedIn.
He had generated 20 million in sales for his Shopify clients.
Which is astonishing. I was impressed.
When I went to his profile, it said CHATGPT content here.
His profile on Upwork had everything to do with Chatgpt and nothing to do with his own creativity.
I started to doubt his skills.
When I scrolled down, I saw 2-3 case studies published.
A smile came on my face and a sense of relief.
This man knew what sold.
Nothing sells like social proof.
Case studies, testimonials, recommendations, reviews and endorsements.
There is a reason why Influencers make so much money endorsing products.
Because we trust other people’s words.
This is called social acceptance.
As humans, we are compelled to accept what others accept.
And this is what case studies do.
They enforce your authority.
The underlying principle is social proof.
If you are a freelancer, doing amazing things, and not talking about it.
You are wasting a huge opportunity.
In today’s attention economy, social proof is a goldmine.
You must mine it and polish it so that you can get dollars, euros and pounds against it.
These case studies AKA success stories would help you attract more clients.
Convert more prospects.
I think I have emphasized the importance of case studies a lot.
The real question is, how do you make it compelling and impactful?
Writing a case study is not that hard.
Writing an impactful case study is hard.
Just like content.
Not everyone’s content resonates with the audience.
Even at times, my own content doesn’t resonate with people.
Not every shot is a sixer.
2 years ago, I was in the same spot as you.
Approaching case studies with a simple before-and-after story.
I thought this was enough.
It might be enough if your industry is not competitive.
And with mass layoffs in tech, most industries won’t stay uncompetitive for long.
Until I met a leader on LinkedIn, a master of case studies.
He made me realize the importance of storytelling and data-driven insights.
This helps my case studies make a real impact.
He taught me a strategic framework that I am sharing with you today.
This framework will help you turn your project summaries into powerful marketing tools.
These tools will help you generate and convert more clients than you can imagine.
Content Marketing Pyramid Framework
The crux of this framework is:
Create cornerstone content that can be broken down and distributed across various channels.
Case studies are a perfect example of cornerstone content.
Now, a framework is useless if you do not have a marketing funnel to deploy that framework.
AIDA Funnel
Simply use the famous AIDA funnel to deploy the above framework.
It will help you put theory into action
You are on the track to greatness if you keep implementing what you learn.
To streamline your process, you can use a Case Study Template in Notion.
It is important that you organize and present your case studies effectively.
Notion Template Implementation
- Setup
Import the Case Study Template into Notion. - Data Entry
Input all relevant data, testimonials, and visuals into the template. - Review and Publish
Review the completed case study for clarity and impact.
✔️ Customize the template to fit your specific needs and style.
✔️ Ensure all information is accurate and compelling.
✔️ Publish it on your website and promote it through your marketing channels.
This will help you save time and you can always revisit it to improve your case study.
Or you can just publish the link and share it with your prospects and audience.
I am making sure to simplify the marketing terminologies as much as I can.
Still, if things do not make sense, or you find them difficult to understand, let me know.
I will find a solution to simplify things further.
See you in the weekly issue tomorrow.
