The Art of Storytelling in Marketing…
And the Role of Case Studies
We Believe in the Power of Stories
Within the marketing world, we’re coming back to the simple reality that storytelling is the mother of all marketing strategies. In the words of marketing expert, Seth Godin, “Marketing is no longer about the stuff that you make, but about the stories you tell.”
What are the stories your company is telling? How are you utilizing the art of storytelling in marketing?
At Pohl Strategic, we want to help you tell your best stories. That’s why our storytelling services have become one of the key ways that we serve our clients. Maybe the best example of this is the case study.
Serving up Compelling Case Studies for Our Clients
As we work with specialized companies in the luxury architecture and construction industry, we produce case studies for them that tell the story of how their company serves interacts with clients.
We create these feature stories in a variety of lengths and details. For some customers like Helical Works Co, we deliver simple one-page profiles that describe how they effectively solve their client’s problem (see the Redux story). For other customers like Chaparral Industries, we provide more detailed before-and-after narratives that explore the challenges that their clients face with affordable housing (see the Pinnell Residence story). For customers like Dynamic Fenestration, we create lengthier and more nuanced pieces that explain how the company helps architects overcome the complex challenges of tailor-made windows and doors (see the Fulldraw Winery story).
Every story is unique. In each case, the featured project or partnership is a creative retelling of a real-life experience that showcases what your company does, and how you do it. Really, there is nothing like a well-crafted story to communicate your identity and purpose.
At its best, a case study is a story that moves hearts, and hopefully, the hearts of your future clients. When someone reads that story, they see themselves and they imagine benefitting from the same products and services that you offer. For us, it’s the simple genius of storytelling, and it’s the honest heart of people-focused marketing.
Our Six-Step Process to Writing Case Studies
Producing impactful case studies is a collaborative process that follows a thorough six-step process:
- Consultation – We begin by meeting with you to understand the story you want to tell, and how that relates specifically to the characters, i.e., you and your clients, in an actual case study. During this initial conversation, we’ll also discuss the practical elements such as the desired length, audience, and preferred format for delivery.
- Research – We dive into gathering all relevant information about your company, products or services, and the target audience, which includes search engine optimization (SEO) to aid online interaction with potential clients. Based on this research, we create a plan for the interview(s), including developing a tailored questionnaire that will guide the conversation.
- Interview – Depending on the scope of the project, we conduct one or two interviews—either with the customer alone, or with both the customer and a key contact from your company. We aim to create a relaxed, conversational atmosphere, allowing us to listen carefully to the story being shared and to uncover the details that matter most.
- Writing – Once we have the necessary information, we craft the story with compelling quotes and a clear narrative arc. The story highlights how the customer’s challenge was solved by your company’s solution, presenting a before-and-after transformation. We ensure that the customer’s experience and your company’s involvement are seamlessly integrated to showcase the successful outcome.
- Review – After drafting the story, we share it with both you and your client. We welcome feedback and encourage open discussion to refine the details and direction. This review process continues until everyone is satisfied with the final version. We never move forward with publishing until all parties are fully on board and have signed off on the content.
- Delivery – The final step is to deliver the well-crafted story in the agreed-upon format, or formats. Whether it’s for your website, social media, email campaigns, or print, we collaborate closely with you to ensure the story is delivered professionally and effectively.
Your Stories Will Win Hearts
When we choose to work with you, it means that we believe in your stories, and we believe that your stories will move people to action. Even a slick marketing slogan can land cold on the ears or create suspicion, but a well-crafted story opens hearts and builds trust.
Get in touch with us to explore how effective storytelling can help you communicate your identity and connect you with key clients.
