1. CREATING CASE STUDIES
A case study How do you boost your productivity with
is a business creating case studies?
story about First, what is a case study? In the area of testimonials and endorsements,
I think the lowest level is an endorsement. That is something that’s said
how your
about you, something nice, typically by a friend or colleague. It doesn’t
product or hold as much water as a testimonial.
service has
A testimonial is the next level where someone has purchased your product
shown a or service and has said something good about it because it worked.
person how A case study is the highest level. A case study is a business story about
to get to the how your product or service has assisted or shown them how to get to
result the promise land — to get to the result they’ve been looking for.
they’ve been I have three tips to make your case studies more productive.
looking for
G Tip #1: PAR (Problem-Action-Result) Formula
Nothing happens until there’s a problem or a pain point. Once there’s
a problem or pain, there’s an action taken with your product or service.
Then there’s a result generated from your product or service.
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© 2010 Heritage House Publishing, Inc.

2. Whether it’s a happy ending where they’re getting a positive outcome
or a mediocre ending, it doesn’t matter, as long as it’s authentic, to the
point and true. That’s what a case study does.
The result In fact, if you have an ending that’s not as happy and isn’t one that
doesn’t have people feel is going to be more positive for their business, it even adds
more credibility to you because it means that their problem, action and
to be extra-
result wasn’t what they were looking for. Now they can try again with
ordinary; it your product or service.
just has to
The result doesn’t have to be extraordinary; it just has to be authentic.
be authentic
G Tip #2: Challenge or contest
I learned this model from Bill Phillips and from my good friend, Joe
Polish. I’ve been doing the Teleseminar Secrets challenge online for the
past five years. I believe that that which I measure improves. If I measure
something, it will improve as long as I keep measuring it, but that which
I measure and report on publicly can improve exponentially.
That’s what the contest model does.
You have a competition, so people raise the intensity of their result.
Then, all of a sudden, what they’re reporting on is not only a case study,
great story and testimonial, but they’re improving their results because
they’re competing with others. So there’s more intensity involved.
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© 2010 Heritage House Publishing, Inc.

3. Anyone can have a challenge or contest in their business. Whether
you have clients, customers, students or patients, it doesn’t really
matter because it will work.
If you get
video G Tip #3: Post video testimonials
testimonials, Think about when you’re watching a video, whether it is someone
then teaching or giving a testimonial. If it was audio, it wouldn’t be anywhere
as credible because you’d only be hearing the person’s voice. If it were
everyone
written, that wouldn’t be as credible. That’s simply because when you’re
knows seeing it, you know they can’t fake what they’re doing.
they’re not
If you get video testimonials from your patients, clients, customers or
only students, then everyone knows they’re not only credible, but they are
credible, but real and authentic. So post video testimonials online and make sure
they are case studies.
they are real
and Make sure your customers, students, clients or patients, whatever you
call them, are using the story of what your product or service has done
authentic
for them and how it’s gotten them the results they were looking for.
Even if they didn’t get the exact results they were looking for, it’s an
authentic result. So they can try again.
If you go to TeleseminarTestimonials.com, you will find hundreds of
case studies about how teleseminars have improved the lives of my
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© 2010 Heritage House Publishing, Inc.

4. students, and you can do the same thing with your testimonial videos,
audios and the written word:
If you say it, “Doing isn’t difficult, deciding is.”
- Foster Hibbard
people
With case studies, doing isn’t difficult. You can get people to give you
doubt you,
testimonials. Deciding to do it is even more difficult. That’s because
but if others when you decide to get case studies, you will find that your customers,
say it, it’s students or clients will be convincing others to say yes to you.
typically the If you say it, people doubt you, but if others say it, it’s typically the truth.
truth That’s the most productive way to generate case studies for yourself and
to grow your business faster better and easier.
My name is Alex Mandossian, and I hope our paths cross again.
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© 2010 Heritage House Publishing, Inc.

5. EXPERTS ARE RAVING ABOUT ALEX
“Alex Mandossian gets my highest endorsement when it comes to teaching people
pretty much anything about marketing. I’ve never been steered wrong by Alex. His
teaching style provides clarity and enormous amounts of content.”
Joe Polish
“I’m in the business of radically increasing sales using the Internet. And I can tell
you, having worked on numerous teleseminars, that Alex Mandossian is the true
master. Alex’s system and organized approach is very simple and easy to follow.”
Declan Dunn
“Alex asked me if I wanted to convert my prospects into clients. I said absolutely…
What he teaches works spectacularly well… It absolutely works. I love it, and it’s as
absolutely simple, just as Alex says.”
Raymond Aaron
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© 2010 Heritage House Publishing, Inc.