Research shows that case studies rank as one of the most effective ways to tell your story to prospects. Well written case studies can be both more persuasive and memorable than the typical marketing material which advisors use with prospects.Partly it's because when most of use tell our story, it is in fact about us rather than about the client.

Partly it's because peoples' eyes glaze over at most corporate brochures. Featuring similar words and pictures, they all look pretty much the same. It's not that most marketing material isn't well written or produced, but the sameness of all the typical marketing material erodes its impact

And partly it's because most marketing material appeals to the intellect - for most prospects, selecting the advisor they're going to work with is driven by their emotional response to a few key questions: Do they like and trust this advisor? Do they feel comfortable working with them? Do they actually believe what he or she says?

Case studies can help translate advisor speak into client benefits. The typical case study is a classic before and after scenario, divided into three steps. First comes the problem - the situation clients were in when they began working with you. Then comes the solution - your recommendations. Finally comes the outcome - where clients are today as a result of the work they've done with you.

Case studies work best when you can tailor them to the prospect you're dealing with - for instance showing business owners case studies involving business owners and retirees examples of retirees. To make this work most effectively, you'll need an arsenal to draw from, depicting a few different client scenarios. You also have to be cognizant of the need to preserve client confidentiality - in addition to masking any details which would give the client's identity away, you need to secure your clients' permission to use them in your case studies.

In the ideal world, you'd offer prospects the opportunity to speak to the client who you've profiled - and you may run into the odd prospect who makes this request if you don't offer it.

This can add huge impact to the credibility of the case study, As long as you haven't divulged anything confidential or potentially embarrassing, you can ask the client if they would be willing to take a call from a prospective clients - as long as you don't make this request too often, most clients are happy to oblige.

Last Monday's post focused on ways to turbo charge your prospecting success. As you think about how you're going to tell your story to prospects, consider using case studies. Well written and relevant case studies can be among the most powerful weapons in your marketing arsenal.