192: How to transform a boring case study into a compelling story

Cyber Go-To-Market Talk: The Cybersecurity Podcast About Cyber Sales, Marketing & Revenue Growth · Feb 23, 2023 · 11m

Telling great stories is a powerful tool to convert more first meetings into second meetings, and more second meetings into demos, and demos into POCs. We are often given case studies and told to “use them with customers”. But how do you do that? How do you turn a case study into a great story?

In this episode, I’ll walk you through an example of how to take a 4-page case study and turn it into a powerful story you can tell live to a prospect.

In this episode, you will learn the following:

1. How to tell a compelling customer story in 90 seconds or less

2. How to use the hero's journey story…