People, or better yet your prospects, learn in different ways.
Some need lots of specific details, some need pictures, and some just need to look into your eyes and shake your hand.
The point is, you must give your target market information in many forms.
One of my favorite forms of education is the case study.
A case study is really little more than your explanation of how you successfully delivered your service to a real life client.
The reason case studies are so powerful is that they allow the potential client to see themselves getting the result. They can identify. “Hey, I’ve got that very same problem and you helped them, so you might be able to help me.”
Here’s a great format for a case study.
1) Define the client or situation – Attorney in a large midwestern law firm
2) Define the problem – No real focus on a target market, couldn’t seem to compete with well established attorneys
3) Solution offered – Research markets, interviewed clients, created a marketing plan that called for him to focus exclusively on one market segment
4) Result Achieved from working with you – Tripled revenues in less than 6 months
These are the details of a real life client by the way.
Create 10 or 12 of these and you will have the foundation of a very persuasive set of marketing materials.