FEATURE | MARKETING
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YOU say about yourself. Fact.
For example, If YOU were to tell me
that YOU make the best rods in the
industry, your manufacturing facility is
state of the art and you use top quality
components on your blanks, would I
believe you? Why should I believe you?
If I haven’t heard anything about you
apart from what you’ve said about
yourself, why should that convince me
to do business with you? But if 10 other
people came up to me and commented
on how good your rods are and that
your customer service is second to
none, the rods are built with the best
carbons and resins with perfect actions
as stated, then you can see that makes
everything you say more believable
right away. So, go to your customers
and ask them for their opinion of you,
your products and services. This is a
brave thing to do as sometimes you
might not like what you hear but it will
certainly help. Get them to write down
the wonderful experience they had
dealing with you, and then you can use
it to show others why they should do
business with you too! Include them in
your advertising by way of a testimonial
or better still a case study.
CASE STUDIES.
Any business with an online presence
needs to ask themselves these
questions – How do I let prospective
customers know what I do? Am I
engaging with my customers effectively
through my website? Do I just have
a webpage with the usual boring
stuff like, HOME, ABOUT, PRODUCTS,
SERVICES, CONTACT US? I’m sure you’d
all have differing answers but one thing
that I recommend businesses to do, is
that without fail, to incorporate a ‘CASE
STUDIES’ section on their site. You may
have testimonials on your site, which is
a great start and another MUST HAVE,
however I genuinely feel that having
real-life case studies of how your
business has helped your customers is
imperative.
Case studies must be specifi c, the
more specifi c they are, the greater
their impact. Case studies tell a real
story that others can relate to. They
can uncover many questions people
might have for you and the bottom
line is that they can really help you
gain trust. To be effective though,
they must be short and revealing.
Your visitors want a candid view of
your business and they want to see
something of how you work revealed.
Stick to just one area per case study
and focus on how you solved a
problem but include specifi cs too. Did
you help someone to save money or
make money? Did you open a window
of opportunity that works well for
both parties involved or did someone
have a fantastic after sales service?
Be honest and create a behind the
scenes view, even if the situation was
not ideal. If there were problems,
show your visitors how you overcame
them. The case studies must contain
information that your visitors can
relate to otherwise it will not have the
impact you desire. But, you have to
make it interesting and easy to read.
To put together a great case study,
ask your customer a few questions.
What was the problem or challenge
they faced? What solution were they
looking for when they got in touch
with you? What did you do that above
all else really helped them? What was
the end result? What would they say
to others considering buying from you
or partnering with?
Have a good think and get those
case studies on your sites, I’m sure
they will help make you stand out
from the crowd while gaining that all
important element of trust.
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