The money is in the ROI

I spotted this screenshot that I took months ago, on a recent desktop clear out.

It got me thinking about how business sales drivers aren't much different from consumer sales drivers, which this image relates to.

I was riled up enough, that I felt it might be useful for me (and hopefully you) if I break down the power of ROI in this post.

Years and years ago, a Creative Director I used to work with and I used to have an ongoing debate.

He felt that our clients briefed the agency to improve the aesthetic of their brand and make it more appealing. I stubbornly stuck to the line that behind every design brief, is a commercial challenge that normally relates to increased sales or profits.

On hindsight, we were both right. But I still think too many agencies don't highlight the impact that their creative solution on a company's bottom line.

And ultimately, as this screenshot demonstrates, results and proof of design effectiveness is the most powerful thing you have control over when you communicate to your prospects.

So here are three little things you can address every-time you talk about your work, to make sure you've got this in check.

1. The results section of a case study doesn't have to be lengthy. Even one proof point per project is sufficient. It works best if this result relates to the commercial objectives of the brief.
2. The results have an even bigger impact if you have a glowing testimonial from a client to accompany it. Triggering points 1, 6 and 7 in the Buying Drivers visual.
3. Also, make sure that you make your case study background/brief sections of your case studies focus on point 5: Pain Points. What were the commercial objectives of the brief?
   
   Ultimately, if they identify with your previous client's commercial challenge, and have proof you have solved it in the past, your prospects will find it easier to buy from you.

So remember to take care to cover off how you helped the client deliver on their commercial objectives, and then feel free to show as much of the creative as you like.

But don't skip the results section. Otherwise, you're doing yourself a disservice, and are at risk of being viewed as creative for creative's sake, rather than being the commercial astute creative problems solver, that I know you are.