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

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 less2. How to use the hero's journey story structure to create a powerful narrative3. How to transform a case study into a compelling storySponsorThis episode was brought to you by IT-Harvest. With over 3,200 vendors in cybersecurity, it is hard to keep track of all the latest developments as well as researching and analyzing categories and subcategories…that’s where the IT-Harvest cybersecurity platform comes in.  IT-Harvest is the first and only research platform dedicated to cybersecurity. And it’s run by Richard Stiennon who has done it all in cybersecurity. Find out more by going to salesbluebird.com/researchOther episodes you'll enjoy:Chris Beall, CEO at ConnectAndSell, on how to make a great cold call (and he improves mine!)Mike Rogers, CRO at Noetic Cyber, breaks down why Ionic Security was not a financial successSimple framework for value-oriented discoveryAction:You know how every podcast host asks you to rate and review their podcast but doesn’t tell you how and where to actually do that?! Well, I’ve made it easy for you!  If you enjoy the podcast, please could you give a review with this easy-to-use tool by going to Salesbluebird.com/R.  It would mean a lot to me personally and it helps grow the podcast.Connect with me: YouTube: https://www.youtube.com/@salesbluebirdTwitter: https://www.twitter.com/unstoppable_doLinkedIn: https://www.linkedin.com/in/andrewmonaghan Support the showThe Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.Follow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my cybersecurity sales consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.