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Practice Management

Case study marketing is a tactic that a financial advisor can use to demonstrate his or her value as a partner for navigating major life events.

With consumers everywhere inundated with information, getting the attention of potential clients has never been more difficult for financial advisors (FAs). Moreover, traditional approaches, such as scheduling seminars or dinner presentations, have waned in popularity, making relationship marketing even more difficult. However, by selecting the right tools and approach to client outreach, savvy FAs can demonstrate their value in new ways.

One way to illustrate exper­tise is through the marketing of case studies. No longer just for classrooms and management meetings, case study marketing helps an FA demonstrate his or her value as a partner for navigating major life events.

In the simplest terms, a case study is a narrative of a real-world event used to educate a particular audience. More often than not, a case study involves an individual faced with making a significant decision, followed by an analysis of his or her ultimate choice.

Why Case Studies Can Help

The effectiveness of using case studies in marketing can be boiled down to three words: People like stories.

If a story is told well (i.e., with developing tension, conflict, and resolution), the character is more relatable. If the listener connects with the character’s emotional response in the story, it can help to solidify trust with the storyteller and encourage the listener to mimic the path of the story’s character.

Importantly, case studies can provide context around typically complex situations. They can help hone messaging by shifting an FA’s marketable narrative from a broad framing (i.e., marketing to everyone) to a narrower framing focused on a targeted audience. In other words, a case study can help move a financial advisor from being a generalist to a specialist, which may help motivate a prospect or client to take action.

Tips for Building a Case Study  

Case studies can be impactful because they move from the conceptual to the actual. If you can demonstrate you have helped solve a problem in the past for an actual person, it can provide evidence of your ability to provide results.

When using case studies for messaging purposes, the focus should always be on the individ­ual, answering questions such as: What was his biggest fear? Why did he choose the first option? What did he learn?  If set up properly, a case study can provide an account of someone overcoming an obstacle.

It’s also important to remember that your case study is exactly that–yours. In a world of similar marketing tactics, a case study can help you stand out, with a story that is unique and authentic.

Learn More about Case Studies

While case study marketing has been used across a variety of businesses for some time, it remains a relatively new approach for FAs. However, it’s a tool that can be used in building new client relationships and solidifying existing ones.

To help you take the next step, we offer a primer that provides a five-step process for creating and sharing compelling case studies as well as an example of a case study that will help you in the development of your own case study messaging. 

 

This material is provided for general and educational purposes only and is intended for use by financial advisors only. The examples provided are hypothetical, are for illustrative purposes only, and are not indicative of any particular investor situation. Individual investor results will vary. Different economic periods will produce different results. Hypothetical results are no guarantee of future results.

The information provided in this material does not take into account individual client circumstances, objectives, or needs. No determination has been made regarding the suitability of any securities, financial instruments, or strategies for particular clients or prospects.

The information provided is not directed at any investor or category of investors and is provided solely as general information about Lord Abbett’s products and services and to otherwise provide general investment education. None of the information provided should be regarded as a suggestion to engage in or refrain from any investment-related course of action as neither Lord Abbett nor its affiliates are undertaking to provide impartial investment advice, act as an impartial adviser, or give advice in a fiduciary capacity. If you are an individual retirement investor, contact your financial advisor or other fiduciary about whether any given investment idea, strategy, product or service may be appropriate for your circumstances.

The opinions in this material are as of the date of publication, are subject to change based on subsequent developments, and may not reflect the views of the firm as a whole. The material is not intended to be relied upon as a forecast, research, or investment advice, is not a recommendation or offer to buy or sell any securities or to adopt any investment strategy, and is not intended to predict or depict the performance of any investment. Readers should not assume that investments in companies, securities, sectors, and/or markets described were or will be profitable. Investing involves risk, including possible loss of principal. This document is prepared based on the information Lord Abbett deems reliable; however, Lord Abbett does not warrant the accuracy and completeness of the information. Investors should consult with a financial advisor prior to making an investment decision.

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