The following post is courtesy of Diane Harrison who is principal and owner of Panegyric Marketing, a strategic marketing communications firm founded in 2002 specializing in alternative assets.
You know it makes sense – if you want to convince someone that you are presenting a good idea, providing examples that bring it to life can be a tremendous persuasive aid. In the investment management community, this tactic typically is framed as a case study, which can illustrate the positive impact an investment strategy or concept can implement for investors. The use of case studies to assist in describing the process and result of an investment strategy or investment management style can often mean the difference between closing the deal or losing an opportunity, so understanding its purpose and building a solid example is essential to a strong marketing approach. Let’s take a look at the elements of such a sales tool.
GPS to Success
Just as you do when planning to arrive at a new destination, building a solid case study requires you to break it down into steps, start to finish.
First, what’s the goal? Are you trying to prove a point? Show an outcome? Define a process? Whatever the reason, start by defining clearly what it is you are trying to illustrate.
Second, how to get started? From where are you beginning? What will be the first step towards your goal achievement? It may be taking an inventory of where you are, what you have, what is needed. You can’t describe your next move without putting into context where you are beginning from in the problem-solve.
Third, how do you get there? Once the problem or issue has been defined, describing the solution in a series of clear steps that keeps the client engaged is essential to demonstrating your ability to drive the solution.
Fourth, defining the results or outcome. This may or may not include data and proof points, but always needs to root back to the issue at the start, what occurred along the way, and where you ended up.
And finally, collecting several client reactions to your process and problem-solving will help others see their needs in someone else’s experience.
If strengthening your approach is a goal for you in 2026, try this process and create 2-3 engaging, detailed case studies that will serve your sales goals. People who can see their issues resolved in your examples are far more likely to commit capital once they have a greater understanding of the advantages you bring.
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