Hi Reader

A few weeks ago I was at a networking event and there were three speakers.

One was a printer. I’d met him the day before. He was a nice guy, fun to talk to and clearly knew a lot about printing.

I was looking forward to hearing him speak.

And in his presentation, he showed he knows a lot about different types of printed materials. But it felt like we were being talked through a brochure.

Each slide featured a different printing technique. Brochures. Pull up banners. Flyers. You get the idea.

There were glimmers along the way, where he highlighted examples of the print in use.

“You might see these when you’re walking down the aisle of the supermarket. They really catch the eye.” or “You can see this kind of leaflet over there on the bar. It’s easy to pick up and take away.”

There was so much potential.

At the end of the presentation, he asked if there were any questions.

Knowing that the Chamber has an annual expo and that expos offer a variety of opportunities for print, I asked:

“If you’re thinking about exhibiting for the first time, what materials would you recommend?”

I’m not planning on exhibiting any time soon, but it’s good to know just in case. I also wanted to give him a chance to expand on how he could help and his approach.

His reply: “It really depends on your budget. We could do all sorts so I don’t want to say anything without more details.”

Shut down.

I appreciate things are budget dependant and I might have put him on the spot, but at least give me some idea. A ball park and then I know what to budget for the future.

I might not be the ideal client but others in the room might be.

So afterwards I went up to him and said:

“What I think could work in your future presentations is if you show a case study - an example with a budget. It would give the audience context and help them see how you might help them. They need to see themselves in what you say.”

That’s what Mirror Mirror is all about.

MIRROR vs PORTRAIT

So much marketing and messaging is like a portrait of a business. “This is who we are. This is what we offer.” And/or they focus on features. There’s a lot of “AI-powered” about at the moment, but I’m left thinking “so what? What does that mean for me?”

Really the marketing and messaging needs to act like a mirror you’re holding for your potential clients. They need to see themselves reflected.

By showing them examples of the real problems you solve, you’re giving real life context. A service or product stops being abstract, there’s a story tied to it.

We, humans, love stories. Narratives help us to make sense of the world around us. And hearing about others' experiences (real or fictional) offers a kind of dress rehearsal. It prepares us for the real deal and plants the seeds on how we could deal with our own problems.

But when it’s a real client, it stops being a pretty story, but valuable proof. This builds trust.

• REFLECTION builds connection
• OUTCOMES build hope and motivation
• PROOF builds trust
• CLEAR NEXT STEPS lead to action

This is why case studies are so valuable in your marketing toolkit.

They’re great for potential leads, in recruiting new staff to give people a taste of what they’ll be working on, awards applications, helping sales team or new members understand your technical work.

They are also great in presentations.

And if you’re not ready for a full messaging project, a case study of your best client can be a cost effective way to clarify why someone chose you and the impact you really have.

This is where I can help - turning your best work into case studies that do the heavy lifting for you.

HOW I DEVELOP CASE STUDIES

1. Discovery Interview

I interview you about your background, process, and approach.

2. Client Interview

I schedule and conduct a Zoom interview with one of your best clients - the one who clearly experienced transformation.

3. Your Insights

You get the recordings - often the first time hearing directly how your work impacted them.

This is the moment that matters. You’ll see your impact reflected back.

4. Multiple Formats

Narrative (website/speaking) • LinkedIn (shareable) • Email (nurture) • And more

One real story. Authentic voices. Proof that converts.

Check out some examples of case studies:

​South Staffordshire Council: Networking Done Right (my own workshop delivered in December)

How XPO IT Services slashed processing time and eliminated human error - thanks to bespoke software by Cloud Construct

https://cloudconstruct.co.uk/portfolio-item/xpo-it-services/​

NB Cloud Construct is looking for a Project Delivery Lead. Check out Pete Barfield's LinkedIn post for more info​

​How EKA Limited secured a Single Source Contract worth more than £5 million - with support from Mauriteft Consulting​

CASE STUDY DEVELOPMENT: £850

Reader, ready to turn your best work into your best marketing tool?

Hit reply and let’s talk.

Best,

Charlotte

P.S. Case studies aren’t for big brands. They’re for anyone who knows they deliver value and wants to show it. If you’re ready to turn your best work into proof, let’s talk. June bookings open. Hit reply.

NEXT WEEK: The Mine or The Shop?

REFLECTION OF THE WEEK: HOW TO CHOOSE YOUR CASE STUDIES

Like attracts like.

Therefore, think about the work you want more of:

• Clients who best fit your services
• They’ve been good to work with
• They had a budget for your services

It’s Mirror Mirror in action.

They see themselves in your past clients, then see you as the business/person to solve the problem.

HOW THE COVER WAS CREATED

I wanted to highlight how the service provider needs to reflect their customers, rather than just talk about their own business.

My mind sprung to a salon. Rather than a hair salon (I tried that but it generated too much of a ‘hot bot’ aesthetic, Charl Ex M is in a retro-futuristic 'Reflection Salon', where the mirrors could show possibilities too.

In one version, the mirror showed the back of the client's head 😂. In another, the client was too young (which is always ChatGPT’s default), so in keeping with the retro-futurism theme, I asked him to be influenced by Reed Richards from the Fantastic Four.

It’s not my favourite, it’s a little busy, but it’s always interesting to play around with ideas.