Posts Tagged ‘case study’

Wide or Deep?


This is likely to be a short post, because the answer is so obvious that I probably don’t even need to say it, but get on good old “Flakebook” (Facebook) and you will find people asking:

“How can I be authentic?”



Are you (expletive deleted) kidding me?!

OK…deep breath, I will stop there before I explode into a verbally violent rant.

(Sorry to those wanting…maybe next time.)


Alright, back to it then…

Question: Wide or deep?
Answer: Deep.




Oh, an explanation.


You have two slices of bread.

One slice has a layer of peanut butter thinly spread, but it reaches all the corners and covers the entire slice. However, the truth is it will fall short of satisfying, and the “real” gaps will reveal themselves. In business, this can come in the form of customer or client objections.


This my friends is “wide”.


The other slice has a thick coat of peanut butter. That thick and heavy covering “naturally” covers the slice to all corners, and yet, still manages to maintain a thick quality covering. So filling and satisfying. I’m smiling just thinking about chomp down time on that slice of bread covered in peanut butter.


This is of course “deep”.


In business, an objections or other issues will easily be thwarted or managed by this effort, knowledge, or even product or service.


So, how does one achieve this?

Diligent Time + Sound Effort = Deep


In other words, do your homework.


Let’s say you are doing a handful of case studies to fulfill a quota.


But don’t produce “soggy cookie” quality, just because it is quota filler. Do the homework, if your “snaggle-gooked” for time, outsource to a copywriter (No sorry, not a pitch for my services). Look:

1. Do the deep dive.
2. Interview the experts.
3. Record the conversation.
4. Have your key questions ready to keep the interview on target, this will pay off BIG TIME later when you transcribe (or have it transcribed), so that it is already in an orderly fashion and can be divided into sections much easier, and then flushed out into the standard 2-4 page case study. Yeah okay, or more if required. A case study on a new to market piece of tech or software might be a good reason for this.


Might be.

Remember that.


Again, bottom line, do the work.

That’s deep.



Stay awesome,


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I hope you are having a great day.

I am.

Okay, down to business.

Someone on a business thread was looking for advice on marketing in Japan. I left a reply. The following is my reply on that thread. I have removed the names of the indiviuals to respect their privacy.

Here it is:

Hello (name removed),

Some key points for you to consider:

1. Have you thought about using white papers and/or case studies for promotional purposes?

2. Informational pamphlets are a popular method in Japan from what I have seen and heard. People seem open to that as an initial contact.

3. In regards to what (name removed) said, think of your customer’s needs and concerns. Answer those and you will be on the right track.

Other thoughts…

Are you working from an in-house list?

If not, what are you doing to build a list of prospects to market to?

If you are building an in-house list via direct mail or on-line, a case study or white paper is going to be an effective tool for catching your prospect. Give them something in return for giving their contact information and giving you their interest in your product or service.

One more thing…

Consider this example:

You are going to buy a computer. You have an interest in computer X. So you go to store A and you talk to the sales staff. They are friendly and smile a lot. They let you play on the computer a bit, and bore you to tears with feature after feature related to the computer. However, they do answer your questions in full.

Then you go to store B. The sales staff there are also quite friendly, smile, and answer your questions in full.However, they only focus on the key features related to the computer, and drive home those features with the benefits.Then they suggest you test out these key features and see for yourself. So you do. And you find yourself impressed with this user friendly computer. Finally, they leave you with an information packet specifically for computer X. Along with this is their business card–a means of contact.

Who will you buy from?

No doubt, the sales person from store B.

Find a way to be the sales person at store B and I reckon you will fly high above your competition.

All the best,

Mac Bull


…And that was my advice.

I hope it was useful to you as well.

Good luck to you and your endeavors,

Mac Bull

For more on marketing, copywriting, and other fun things, follow me on Twitter.

Go here:   http://www.twitter.com/CopyByMac


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