The Essential Message Blog

Pass it on...authentically.

When it comes to word of mouth (WOM), I don't think anyone's ever said it better than marketer   Christina Kerley. From her blog:

When a person finds value in a brand they are inspired to tell others. And because that brand buzz is authentic (not profit-driven), others trust their opinion--and might just buy the brand, too. That is how WOM works. And how it's always worked.

Case studies are a crucial component of your marketing toolbox.. They add credibility to your claims and demonstrate the concrete benefits and advantages of your product or service. Perhaps most importantly, they help prospects understand how they might apply those benefits within their own organization.

Case studies are also helpful to communicate your key points of difference - what sets your company apart from all the others. (You do know your Essential Message, right?)

Powerful case studies and scenarios, however, don’t happen by chance. They must be short enough to be easily read and understood, while long enough to include both the key rational and emotional points that support your positioning.

Sound daunting? Well never fear - we've created a template that will help you write a case study (or better yet, several) quickly and easily. It will help you organize your thoughts, information and customer comments in a way that can be easily transformed into a powerful, interesting and valuable case study or scenario. You can jot down bullet points for each section in any order that is easiest for you.

Missions and mantras and messages...oh my!

Mission statements. We've all read them. We've all tried to write them. And we've all discovered that, nine times out of ten, they stink.