I kept sending the same case study to every lead for months

It hit me last week when a prospect from a small law firm said, 'This is all about manufacturing, right?' I had been using our big win with a car parts maker for every single pitch, thinking it showed our best work. But it just made us look like we only knew one industry. I pulled the last 20 emails and saw our reply rate was under 10%. Now I'm making three different one-page stories based on the client's field before I even reach out. Has anyone else had to rebuild their whole case study library from scratch?

3 comments

3 Comments

the_sandra3mo ago

Talk about a one trick pony.

ben4863mo ago

Remember that guy in high school who only knew how to fix one thing on his car? He could change his own oil like a pro but if the check engine light came on he was totally lost. It's wild how being good at just one thing can make you seem like an expert until something new comes up.

hill.david3mo ago

That's a solid lesson to learn early. Reminds me of a buddy who got a job selling software and spent three weeks memorizing one demo script, only to blow it when a client asked about a basic feature not in his script. @ben486's oil change metaphor fits perfectly here.