How To Make Case Study Videos That Transform Your Sales
Case study videos can be your most powerful sales tool if used correctly. Let’s check out the secret sauce to make them finally work for you.
Case study videos done right, have the power to revolutionize your sales process. They are quite an effective approach to video production, since they are honest, less braggy, and most importantly, they tell a great story.
The one problem with them?
They don’t often turn out that engaging, and as a result, they don’t generate revenue the way other types of videos do.
Here are some of the problems I’ve seen with case study videos:
- The narrator isn’t engaging or charismatic
- They ramble on
- No storytelling strategy
- A measurable success isn’t highlighted
- Missing a clear call to action for the viewer
As a result, these videos fall flat.
But there is a way to make sure your case study videos transform your sales.
Let’s look at what we can do to overhaul the whole process and create a case study videos that actually work.
What is a Great Case Study?
A great case study is a great success story.
It functions similar to a testimonial video because it tells the story of your brand from your client’s perspective. Think of it as a 2 minute documentary.
First, the biggest benefit of a case study is that you have an expert (someone who has no financial stake in the company) vouching for your brand.
“The fact that you have customers who are willing to vouch for you speaks volumes about the quality of your product or service.” – Sales Force
While testimonials simply tell a story, a case study can incorporate facts and figures that prove a measurable improvement. These aren’t just good words. They are proof!
Second, a defining element to a case study video is that it highlights the benefits of your brand, and not the features. It’s all about what happens afterwards; the result.
Once your potential client has an understanding of what you offer, the result is all that matters to them. This is where the case study video starts to make an impact on your sales.
Third, it can handle a specific objective your prospect may have. This is where you can really make your video effective. Consider designing it to help overcome your potential client’s most common challenge in moving forward – and you’ll have a powerful weapon in your arsenal.
Advantages Of A Case Study Video
Sell Without Selling
The first advantage of a case study is that they sell without selling.
Instead, they sell with storytelling. Brand storytelling is the most natural, organic, and authentic way you can sell your product. By just telling a great story, you can actually get someone excited to buy something, even if that wasn’t your intention!
Relatability
What’s great about a case study is that the story is narrated by your current or past client. Your future client will relate far more to your client than they will to you.
It’s also a huge relief, because it takes the pressure off you to sound or speak a certain way on camera. Phew!
Amazing Sales Tool
It’s also a powerful tool for your sales team. They can send out the video via email and build trust and authority in your brand. Video is really effective in this process especially with email marketing.
Insivia reported that 90% of people found a video far more helpful in their buying process than reading text.
Your sales team will love you for it!
Types Of Case Study Videos
Well that’s enough text, let’s actually watch one!
We produced this case study video for Widerfunnel, a website optimization agency. It features two marketing experts from Dollar shave club.
Can’t film in person?
No problem. You can always conduct an interview through a virtual call, such as Zoom, or any of the other options (as long as you have the ability to record the call). Then you can take the video recording to the editing room and turn it into a case study video.
In this example below, we used some footage we had banked from a shoot the year before, and used it to spice up the video.
Keep in mind, it’s near impossible to achieve the same production quality as a live camera crew, however, if you can’t enter someone’s home, this is your best solution.
How To Structure Case Study Videos
Our philosophy is this:
How you plan the story of your case study video is the most important part of the entire video process!
If you’re going to tell a story, make sure you’re using proven storytelling structure to develop your narrative.
Here are the main ingredients in proper order.
Problem
The first part of the case study should start with a big problem! We stole this from Hollywood movies. Pretty much any exciting movie has a problem happen early on in the movie. The same psychology applies here. Make it interesting, and make the problem be the same one your potential clients are having, and they will pay more attention to your video.
Solution
This is the part where you introduce your brand into the story. You don’t need to spend a lot of time on “the how”. Instead, go into things like how great your staff is, and the emotional impact they client experience, either through the product, or the customer service. Great customer service is always a fantastic selling feature. Either way, a great experience is what the potential client is looking for. Most won’t really care how you do it, they want to know it’s going to go well for them.
This is also the part where you explain a clear and measurable benefit. This is what takes your case study video from average, to excellent!
Call To Action
No video is complete without a call to action. If you’re going to pull on their heartstrings and get them emotionally engaged, you’ll want to leverage that motivation. Make sure your call to action is clear, simple, easy for anyone to accomplish.
Focus On Script
Using the 3 main story points laid out above, you can begin to form a script, or general story points that you want your client to follow. It’s important to give your interviewees this guide well in advance, and most of them will be grateful for it. Knowing what to say is most people’s biggest fear when it comes to being on camera. The more they can follow a pre-made script, the better it will be for them and you.
It’s important that the video doesn’t drag on. At the end of the day it’s not a Hollywood or Netflix level production here. Try to keep it short and sweet.
We always use this Video script timer and make sure the length isn’t getting out of hand.
Type Of Case Studies To Avoid
Self Taping
Avoid a situation where the person shoots the video themselves without any direction as to how the video looks. If they aren’t a video expert, they can end up making the video too dark, too light, or make many other film mistakes. Most likely they will make at least one big mistake and it will lower your video quality and even make it harder to want to watch.
Try to consult a video expert ahead of time, and get feedback on how the shot is looking, and how you can improve it.
At a bare minimum, make sure they study and follow these virtual video tips, so that they are aware of what steps make or break their video.
No Script
Your script is your most important asset to a successful video. If you leave the storytelling to the interviewee to handle on their own, most likely they will make a video that isn’t engaging. It won’t evoke emotions, and it won’t work.
Storytelling is an art and a science. So consult an expert beforehand to ensure the best quality, and the best result.
Choosing The Right Person For Your Case Study
Excited People: Choosing the right person to go on camera is critical. Make sure they are excited about the results they got from you. Afterall, they’ve been designated to get someone else excited about your brand.
Getting an excited person may not always be possible, but try your best to find someone who fits this profile.
Otherwise, just give them tons of coffee.
Charismatic People: Try to find someone who has a bit of charm, and someone who is comfortable on camera. If they are deathly afraid of the camera, they likely aren’t going to be a good spokesperson for your brand.
Great Clients: If you can’t find someone who’s excited or comfortable on camera, try to find someone who has a great success story. Their story may be charismatic enough on it’s own to enrapture your audience.
Where To Use Case Study Videos
There are two stages where case study videos are best used. Since case study videos highlight your benefits, both should come after someone is familiarized with your features and basics of what you offer.
Top Of Funnel: A case study video is a great tool for your sales team, when dealing with top of funnel clients that don’t have much awareness of your brand. This video can help them trust you enough to take the next step, and can even get them excited to work with you!
Middle Of Funnel: This is where they’re familiar with your offerings, and know a little bit about you, but are having trouble making a decision to invest money. It’s the most common place where prospects fall off (sometimes into a black hole of obscurity). The case study can handle your client’s most common resistance. It can literally be the thing that gets them off the fence.
Secrets To Create Mass Appeal
Smiles: It’s important that you have lots of smiling happy people in your video. Show that people are happy and excited in your video, and as a result, this will broadcast to your viewer and get them excited too. I know, this may sound cliche or cheesy, but it’s important – and it works!
Uplifting Music: Have boring music, and your video will be boring. Have uplifting music, and your video will be uplifting. Brilliant. I know.
Well-Illuminated Subject: This is where you’ll want to have a video team consulting you, especially if you’re recording a virtual meeting. There are certain tricks we use to make the interviewee more charismatic such as making sure their eyes are glistening, for instance. This adds tremendous value to the production quality.
Here’s an example of cast study where the narrator is well illuminated during her interview:
Humour In Case Study Videos
If you really want to step up your case study and knock it out of the park, consider peppering in some humour. This can always be done in a professional way. It just requires some foresight and extra planning, but it’s totally worth it.
Here’s an example of an excellent case study video that includes humour. It’s incredible!
By Anthony Madani
