the complete guide to success story marketing

Is Your ROI Relevant to Buyers?

Author: ; Published: Apr 16, 2009; Category: Uncategorized; Tags: , ; 3 Comments



They’re the Holy Grail of any case study or success story project.

Prospects want to know specifically how your product or service made an impact at another organization. Show that you can deliver a better return on investment than the competition and you’ve made a strong case to a potential customer.

Yet, measurable results do not mean the same thing to all prospects. A writer and case study manager I know recently made this very valid point. At his organization, a global technology company, they use percentages to represent return on investment information.

Here’s why: Dollar figures do not hold the same meaning for all prospects. An annual savings of $30,000 is very significant for a small business, but may be peanuts for a mid-size or larger company.

If your audience is uniformly one type or size of organization, maybe specific cost savings will resonate with all equally. But most companies target multiple types of prospects.

Always present measurable results in the way that will make the biggest impression on the reader – whether that’s an amount of money, amount of time, percentage increase/decrease, or factor of ("4 times, 1/2 as…").

Just another reminder about writing and presenting information relevant to your audience.

Share your own tips on presenting measurable results in meaningful ways.