Don’t play it safe with video case studies.

Treat them like you would a conversation with a prospect.

Understand what objections your sales team are coming up against regularly.

If you’re not sure what they are – ask them.

Write them all down.

The chances are pretty high that your current prospects are having those very same thoughts.

However, the trick with a case study is to mention what their initial concerns were, how you resolved them & the results you delivered.

It’s the perfect way to tackle any barriers to sale, but instead of your sales team saying it to a prospect, get your clients to do the talking for you.

Here’s a winning formula for the opening statement of any video case study:

“Before we decided to work with [Company Name] we were initially concerned about [Objection], however we quickly realised that they were able to [Resolution] & we’ve been blown away by [Result]”

In my opinion, there’s no better way to start a case study.

It grabs your prospects attention, shows them you understand their concerns, builds trust & provides credibility.

All of which is achieved in the first 10-15 seconds of the video.

So what’s involved to achieve that?

Firstly you need to understand the objection, resolution & result. If you’re not sure what they are, don’t be afraid to ask your client – they’ll be willing to tell you.

Then you need to be able to get your clients to articulate that in the clearest way possible.

To be able to do that, I’d recommend having a couple of calls/meetings with your client ahead of the filming day, be really clear on what you’re wanting to get from this.

You also want to use a skilled interviewer, who is able to make sure you get the outcome you want from the interview.

It’s not a case of asking a question, getting a response, then asking the next one – You want to rephrase questions & probe a little further until you get the perfect answer, this can take time but is well worth persisting!