The picture below shows you:
- Why I became a writer and not an artist (my art skills peaked when I was 5).
- How to use case studies throughout your funnel to attract new customers, engage them, and close the sale.
No matter where your customer is on their journey, you can use case studies to pull them into your world and join your rebellion. (Sorry, watched a lot of Star Wars this past weekend.)
Here’s the diagram. Below I’ll explain the things that aren’t self-explanatory:
Lead generation: These seem self explanatory. Use case studies as the “tip of the spear” to get them on your list.
A cool trick here is to do this: Have an ad — like a FB or Youtube ad tease the case study. Then have the case study teach a certain technique the person used to get a result. Then have that technique be the lead magnet.
Another option: Have people go from that case study to join your email list or wait list. Saying “You want this? Sorry you’ll have to wait” is a great way to make them want it more. Plus proves you’re not constantly trying to suck money out of them like most others online.
Engagement: After people sign up to your list, give them an email introducing yourself a bit. Then include a series of case study emails that both TEACH them how to move close to their goal and provide irrefutable proof you can help them. (Neat, huh? Most nurture sequences only do one of those.)
Oh and if you don’t know what a “conversational conversion funnel” is, check out Dean Jackson’s Email Mastery podcast. You basically have actual conversations with your readers through email to zero in on their specific goals and struggles. (Don’t worry, you can design the system so it’s run by your assistant and most answers are copy/paste yet the feel real and individualized to the reader. This shit is the future, yo.)
Launch — If you’re familiar with Product Launch Formula I’m sure you see how these mix in. And if you’re mixing PLF and ASK case studies work perfect because you can show people in each bucket someone just like them succeeding with your product.
Oh, one thing you may not know is “case study launch”. The idea there is instead of doing all those PLC scripts, you just send 1-2 weeks of case studies then open cart. Heck of a lot easier than writing those scripts, spending a fortune to film/edit them, then hoping they stick if ya ask me.
Bonus — For the “reduce refunds” one, here’s what I mean: You’ve got people in your program who probably aren’t having great results. Maybe they’re stuck. So you send them a case study of people having success working with your program working through that sticking point. This can be super valuable if people run into the same problems over and over again. You’re inspiring them and showing them ways to use your course that maybe they didn’t think about. So you get more happy customers which leads to fewer refunds and more referrals.
Horrraayyy making stuff that actually gets people results unlike the majority of online courses/diet programs/etc that make most of their money off people who buy it and do nothing with it or can’t follow through!
If you have any questions about how to use them leave a comment and I’ll holler at ya.
And if any of these ideas made your brain explode share what was useful in the comments.
Otherwise I’m stuck chatting with the thousands of Russian bots that post spam in there every day.