The case is not relevant to the audience

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To demonstrate the level of the conference, the organizers like to cite examples of this kind of case: “Ozon launched a neural network, using predictive technologies to determine when a user would make an order, and sent a parcel to his region in three days.”

This sounds really cool, of course, but if your presentation is at a regional conference and there are only a few hundred people in front of you, then you can assume with a high degree of certainty the composition of the audience. Most likely, your audience is IP Petrov, the owner of a service station, who does not even have goals set nurses email list up in Metrika. And you tell them about high matters, neural networks. Alas, they will not understand and will not appreciate it.

It is unclear how the result was obtained.

Carefully reread your text. If it contains expressions like "An integrated approach to work allowed us", or "Systematic website promotion", or "We optimized the campaigns, and the cost per click decreased fourfold" (what was the optimization?), remove them and replace them with a description of real work. And in all the details: what exactly was done, how, why not otherwise, what gave a result, and what did not work. Then the case will be filled with meaning, otherwise it is just a set of useless cliches.

Cause and effect relationships are broken

We will show you with examples how to package a case in marketing.

First

Agency N writes a text and sends it to the editor: “We worked with the client for six years, and suddenly in the sixth year we set up end-to-end analytics, calculated the ROI, it turned out that the investment was unprofitable, and we reconfigured the campaigns and got an increase in ROI up to 350%.”

Where were you looking before, guys? How were you working? And why did it take six years to do everything right? It turns out that the text missed an important detail: the customer only agreed to make a full-fledged online store with a shopping cart this year, and it became possible to set up an e-commerce report.

With this formulation, the reader understands that it is necessary to listen to the opinion of experts from the agency. As a result, we received a more advanced and loyal client.

Second

At the very beginning of the case, agency K writes: “We needed to get more leads at a lower price, and we immediately connected the K50 service.”

So right away? And who will check what queries were shown, how the campaigns were grouped, what is in the ad text, whether the landing pages are relevant? It turned out that the agency performed this check according to its checklist. We added the checklist to the case and increased its usefulness by 200%.

Third

Agency M writes: “We chose the call tracking service Callibri because it is the best.”

If a service is involved in the case, then such a bow to it is most often present. But such simple advertising "in the forehead" does not attract the reader and even causes a feeling of dissatisfaction. Name specific criteria confirming your choice. For example, we connected IP Ivanov because we really needed 8800 replacement numbers, or number forwarding, or complex regional substitution, which was offered only here.

We restored the cause-and-effect relationship and got a native advertising format that does not cause rejection.

If your business can show BEFORE and AFTER results, be sure to do case studies.

This comparison may seem a bit far-fetched, but when a person can compare what was with what has become, it is easier for them to make a purchase decision. At the very least, show them AFTER.

If you add specific actions with numbers and arguments to the process, then the financial flow is guaranteed. Forget about general phrases like "we used an individual approach" or "a lot of work was done."