“Undercover” Case Studies: Why the Future of Marketing Is Proving Yourself in the Field

If generative AI is the future of marketing (and media in general), how can you compete with other marketers if ALL OF US have access to the same tools?

We can all create amazing images, videos (soon), and articles. We can all use the most amazing copywriter as a template to write our own copy. We can even develop entire marketing plans in SECONDS.

We can also research almost any topic to justify the claims that we make for the products and services we’re trying sell… in almost no time.

Basically, pretty soon we’ll all be able to build anything we want to help our clients sell whatever they want with little effort… but is it a good thing?

It means UNLIMITED competition which may be a problem, but more importantly, it means that all businesses will soon lose the competitive advantage known as “professionalism.”

Why “Professional” Marketing Assets Aren’t Special Anymore

Back in the good ol’ days of digital marketing, if you could produce professional copy and visuals, you would be ahead of 90% of your competitors.

Writing consistent copy WAS hard.

Generating professional graphics WAS hard.

Producing professional pictures and videos WAS hard.

Now, professional marketing assets aren’t just widespread and more available than ever before, they’re LESS effective than user generated content (UGC) in most cases!

According to a Nielsen study, 92% of consumers trust organic, user-generated content more than they trust traditional advertising.

Why is UGC content more effective than professionally created content? It feels genuine and trustworthy.

Even if UGC content is made for personal gain (e.g. influencers, sponsored individuals, affiliates, etc.), it doesn’t matter to the viewer. They just see amateur content made about a product or service they might be interested in. They’ll trust that much faster than the fanciest commercial you can make.

UGC materials don’t need to PROVE anything, we as marketers do.

How Can Professional Content Keep Up with UGC?

So, what can marketers do to influence viewers the same way unpaid (or low paid) amateurs do with UGC?

The answer isn’t simple, but it is necessary.

If we need to produce professional content AND it needs to be compelling, we’re going to have to start proving ourselves in real world situations.

Want to get certified in Content Marketing?

Leverage the tools and channels to predictably and profitably drive awareness, leads, sales, and referrals—EVERYTHING you need to know to become a true master of digital marketing.​ Click Here

We all sell high quality, well-vetted products and services (of course), but a list of features, benefits, and even testimonials isn’t going to be compelling enough any more. People want proof, and there’s something we can do to directly provide it.

How Case Studies Can Deliver Results Like UGC

Case studies are the professional business/marketing equivalent to User Generated Content.

Here’s what makes UGC effective:

• Authenticity: UGC is perceived as genuine, fostering trust and credibility.
• Relatability: Real user experiences make it easier for potential customers to envision product use.
• Social Proof: Positive interactions in UGC serve as powerful endorsements, boosting confidence.
• Diverse Perspectives: UGC provides varied viewpoints, appealing to a broader audience.
• Engagement: UGC generates higher engagement, fostering a sense of community around the brand.
• Cost-Effectiveness: Leveraging UGC is more budget-friendly compared to producing polished branded content.
• Scalability: UGC can be easily scaled, allowing for continuous and diverse content creation.
• Emotional Connection: UGC can evoke emotional responses, creating a stronger brand connection.
• Word of Mouth: UGC acts as digital word of mouth, amplifying the brand message organically.
• Adaptability: UGC can be adapted for various channels, maximizing its reach and impact.

Now, let’s look at what makes case studies compelling:

• Authenticity: Like UGC, case studies are authentic and based on real experiences, fostering trust.
• Relatability: Case studies provide real-world examples, making it easier for potential customers to relate.
• Social Proof: They serve as powerful social proof, showcasing successful experiences with the product or service.
• Diverse Perspectives: Case studies often include diverse perspectives, offering a well-rounded view of the product’s impact.
• Engagement: Well-crafted case studies can engage readers, drawing them into a narrative that highlights the value of the product or service.
• Cost-Effectiveness: While creating case studies involves some investment, they can be cost-effective compared to other forms of content creation.
• Scalability: Case studies, once created, can be shared across various platforms, maximizing their reach.
• Emotional Connection: Effective case studies can evoke emotions, creating a deeper connection with the audience.
• Word of Mouth: Positive case studies can be shared by customers, acting as digital word of mouth to amplify the brand’s success stories.
• Adaptability: Case studies can be adapted for different marketing channels, offering versatility in their use.

Even with all of these similarities, Case Studies can feel stuffy (especially when they’re related to services). There’s one type that can come closer to UGC, and that’s the “Undercover Case Study.”

What is an “Undercover Case Study?”

This type of “case study” has been done for years, and was popularized by the show “Undercover Boss” which started airing in 2010. If you didn’t know… this was marketing (and was probably paid for by the company being featured). Here’s a few entertaining moments if you haven’t seen the show before:

Yes, there are a ton of cringy moments when the “boss” proves to be incredibly incompetent while working simple jobs, but the desired effect was usually achieved: humanizing big companies and their owners/managers.

It also provides a ton of exposure for the brand, what they sell, and why you should shop there (even if the only reason to shop there is to help the poor souls that work there).

You might be saying, “I don’t have millions to spend on a production like this, what can I do?”

Good news! Marketers are stepping up to show how this type of case study can be done without a million-dollar budget.

Undercover Billionaire: A Step Closer to Practical Undercover Case Studies

“Undercover Billionaire” is this American TV show where super successful business folks get stripped of everything and get plopped into small towns armed with just $100 and a car. They’ve got a tight 90 days to spin that measly $100 into a cool million-dollar business, all from scratch.

The show kicked off on August 6, 2019, and wrapped up its first season on September 24, 2019, featuring bigwig Glenn Stearns. Season two stepped up the game with three entrepreneurs, including the likes of Grant Cardone. Here’s a peak at the content:

Folks love this show for throwing the American dream into the ring and seeing if it’ll come out on top. Can you really build a booming business with just pocket change? Sure, the show’s taken a hit for maybe being a bit too scripted or over the top, but it’s dishing out some serious lessons on hustling and business building.

Here’s the rundown: these high rollers pick a business, build a squad, hustle their way from that humble $100, and BOOM – a startup is born. Oh, and there’s a Discovery Channel film crew shadowing them, calling it a documentary on starting a small business from scratch. They want you to think, “Hey, if these guys can do it, so can I!”

Yeah, we get it – reality shows can be a bit Hollywood, maybe stretching the truth here and there. But, “Undercover Billionaire” serves up some real-deal insights into the wild world of entrepreneurship and the crazy hurdles of starting a business from ground zero.

It also shows whether the marketing techniques touted by people like Grant Cardone ACTUALLY work.

Again, you might be saying, “This is great, but I still don’t have a budget for something like this.”

In that case, good news! Someone is making a show that could prove the practicality of undercover case studies for the rest of us!

Undercover Agency: The Future of Marketing?

We know you can produce a compelling, interesting undercover case study if you have the money for a big show and the ability to get huge names on it, but what if you have a smaller budget and a smaller following?

Enter our DigitalMarketer friend and community members, JC & Karen Hite from Hite Digital.

They’re gearing up to embark on a daring mission: launch an agency from scratch and try to acheive $10k in profits within just 4 months. To up the stakes even higher, they’re moving to Searcy, Arkansas (from their home in Nicaragua) to do it.

They want to prove that their marketing techniques, for both starting an agency and gaining results for their small business clients, works. To do that, they’re following these specs:

• No team
• 4 months
• $2k starting funds

To add an extra layer of challenge, JC is throwing in a commitment to keep faith and family at the forefront. That means reading the entire Bible during this experiment and powering down the phone from 5pm-8pm for some quality family time!

Can the Hite’s “Undercover Agency” show prove that undercover case studies are the future of marketing? We’ll find out!

If you’re an agency owner and want to join JC on this journey, they’ll be posting their progress starting in December 2023. To follow along, just join their Facebook Group.

The post “Undercover” Case Studies: Why the Future of Marketing Is Proving Yourself in the Field appeared first on DigitalMarketer.

Frequently Asked Questions

What are the motivations of an entrepreneur

Entrepreneurs' three most important motivations are freedom, money, and knowledge.

1. Freedom means having the ability to do whatever you want whenever you want. This is why entrepreneurs can be free from the constraints of our job or current life.
2. Money is also very important because we would not even consider starting a business without it. You can live without food, water and shelter but you cannot survive without money.
3. The third motivator is knowledge. Entrepreneurship requires that you continue learning. We read books, attend seminars, take courses online, and learn how products and services are created.

This is what motivates and drives us to reach our goals. It gives us purpose and meaning.

These three things are the reasons why we became entrepreneurs in the first place. These three factors are the key to our success day after day.

We might consider packing up and moving home if these three essentials are not available. If we don't have these three things, we won't ever be truly happy.

What is it that makes an entrepreneur successful?

There are two types of entrepreneurs; those who make money and those who make time.

The difference is in how they approach business. Those who make money concentrate on making more money, while people who make a lot of time work harder to make more.

People who make money are motivated by financial freedom. Their goal, and their only goal, is to get rich and stay wealthy.

They are motivated by greed and fear. They care little about the long term because they know that they will be set for life once they reach their goals.

This type of person is commonly referred to by the term "hustler". They have a focus on the bottom and are able to find ways of increasing revenue without regard to quality.

Some people make their own time. These entrepreneurs are passionate about their work. They want to create something meaningful that will last forever.

They are motivated by altruism. They want to do great things. They want to create products and services that are meaningful.

They are often called dreamers. They are driven by inspiration and vision. They know that success requires hard work, perseverance and dedication.

These entrepreneurs are also creative. These entrepreneurs are always searching for new opportunities.

They thrive in the unknown. They are happy to spend hours researching a topic of interest. They are always open to learning new things because they love learning.

It is also why they are adaptable to changing situations. They are not afraid to get dirty and do whatever it takes in order to win. They will not tolerate mediocrity.

So which type of entrepreneur are you? Are you driven to make money, or are you motivated to find meaning?

If you answered yes to both questions, then congratulations! You are a successful entrepreneur.

I've had the pleasure of meeting many successful entrepreneurs over my career and one thing struck me was their passion.

Success isn't measured by just monetary wealth. Their impact is what defines them.

For example, Steve Jobs was known for his philanthropic efforts but wasn't rich. He didn't even own a house until he was in his mid-40s.

His ability to make products that made a difference in the world is what brought him wealth. And that is what makes him special.

It's not your job to build wealth. It isn't to build empires, or amass political power.

Your job will be to build relationships between customers and partners. To build trust. To assist others in achieving their goals.

To make a positive impact. Your legacy. This is your legacy, not your bank accounts.

And if you're ready to start building a legacy that matters, let's talk.

Here at Social Media University, we'll show you how to earn passive income online. How to market your business and make it grow automatically.

Which 6 questions are most motivating for entrepreneurs?

Motivation is the foundation of any business. Without motivation, you will not get out the door each day. You'll have trouble completing projects without motivation. Without motivation, it's impossible to reach your goals. So, how do we find our motivation?

It is possible to ask yourself: "What motivates me?" It may surprise you. Maybe you've been asking yourself this same question for years. If you haven't asked yourself this question, you're missing out on one of life's greatest rewards--the opportunity to discover your motivation.

There is nothing more motivating that discovering why you exist. That's when you finally begin to realize what drives you. Your purpose becomes clearer and more meaningful. What makes you care? This will help you stay motivated.

To find your motivation, you must look within. These are your questions:

1. What is my passion?
2. What makes your heart beat faster?
3. What lights me up inside?
4. What gives me butterflies in my stomach?
5. What makes me feel alive
6. What makes you come back to your project again and again?

Once you know your answers, you'll be able to identify your true motivations.

Motivation will be your strength through difficult times. It will provide you with strength when you are most in need. It will motivate you to work harder. It will motivate you to succeed.

And if you're like me, you'll never stop wanting to know what your motivation is.

Consider what drives you today. You just might be surprised at what you find.

What are the types of entrepreneur motivations?

There are three main types of motivation for entrepreneurs. Each type has its own set of strengths and weaknesses.

The most common form of motivation is external, where an individual wants to make more money. This motivation often stems from financial concerns.

External motivation is driven mostly by personal interest, ambition and desire. This type motivation is more goal-oriented.

Internal motivation is far more rare. People with inner motivation are less likely to seek wealth. Instead, they aim for other goals, such as self-development or fulfillment.

People who have internal motivation are often called "passionate" as they find fulfillment in their work.

Finally, intrinsic motivation is the least common kind of motivation. Intrinsic motivation is a person who finds enjoyment and satisfaction working towards achieving a goal.

Motivation from within is stronger than external motivation.

The inner motivation is intrinsic. It's based on the belief in certain talents and abilities. These abilities and talents allow them to achieve things that no one else could.

Feeling fulfilled and satisfied when you realize your talents and abilities is a sign of happiness. We feel important.

In essence, intrinsic motivation is what makes you happy. That happiness comes from knowing that we can accomplish anything we put our minds to.

It is this feeling of accomplishment that keeps us going even when the going gets tough.

You might even find it boring if you don’t enjoy what your doing.

Click here to read more about entrepreneur motivation.

How can entrepreneurs motivate staff?

Motivation can come anywhere. It doesn't matter from where motivation comes, as long as it inspires people to take action. Motivation is vital for any business.

A motivated employee is more likely to be productive and happy. Give your team the tools they need to feel empowered.

You must create an environment that makes them feel valued. They need to feel valued and able to learn. You can let them share your ideas and not fear of punishment.

A company culture that allows them to thrive and succeed. That's how you keep your most talented employees happy, satisfied, and productive.

To maintain the culture you have to reward the successful behaviors. You can offer bonuses for achieving goals, training opportunities, raises in pay, or other perks like health insurance.

Also, you must communicate clearly with everyone. You must ensure that everyone understands the expectations and reasons for them.

Your policies and procedures should be written down and communicated. You should ensure that they are observed by someone.

Communication is essential. Keep your team updated about what's happening in the organization. Let them know what's happening and what's next.

Communication is vital. Looking after your team is the best way for you to stay ahead of the game. They will take great care of you.

If you don't build a strong relationship with your employees, it could be costly. Research has shown that companies with high levels in employee engagement are more productive and profitable than those that have difficulty keeping their top performers.

It's important that employees understand that they don't all want to work at the exact same pace. Some prefer working on their own, while others prefer collaboration. There are different ways to motivate each individual, and it's up to you to find yours.

One example is that some people respond better to recognition, while others may prefer incentives. Whatever works best for you and your company, it must be consistent with the company's objectives.

It's up to the leader to set the tone. Open-minded. Listen to the team. You have to listen to your team if you want it done right.

What are some of the benefits of an entrepreneurial mindset

Entrepreneurship has many advantages. You become more independent. You stop relying solely on other people.

You can be independent and pursue your dreams. Because you have similar interests and challenges, it helps you to build relationships with other entrepreneurs.

You gain confidence. Entrepreneurs learn constantly. This gives you the ability and flexibility to change quickly. Thinking outside the box means you won't get stuck in a rut.

All entrepreneurs are free to start their own businesses. We no longer have to follow the rules and regulations set out by society. We are free to choose what we do and how we live.

We have two options: follow the crowd, or fight it. We have the option to choose success or failure. We can choose to fail or win.

The freedom you have is exhilarating. This freedom comes with a lot of responsibility. You are responsible for everything that happens in your business once you take on this role.

If you want to be successful, you need to learn how to manage risk. Do not be afraid to try out new things. If you are willing and able to learn from your failures, you will eventually reach your goals.

Keep these points in mind as you begin your journey.

Remember:

• Entrepreneurship is a lifestyle choice.
• When you run your own business, you're the boss.
• Be wary of following trends.
• Success doesn't come in money; it comes in freedom.
• You need to balance your personal life with your professional life.
• Set clear expectations.
• Always be truthful with your team.
• Remember, if you want something to happen, you've got to do something about it.

Statistics

• “Life is 10% what happens to you and 90% how you react to it.” (oberlo.com)
• "Most of the time when people ask me about motivation, 80 percent of the time, I attribute it to gratitude. (entrepreneur.com)
• According to analysts, Johnson has high appeal in all four quadrants tracked at the multiplex: male, female, over-25 and under-25. (forbes.com)
• Invest at least 30% managing those with authority over you and 15% managing your peers.” (americanexpress.com)
• I shifted my motivational point from something huge (and undefined) to improve by just 1% each day. (carolroth.com)

External Links

[TAG13]

• Inc.com

[TAG15]

• 30 Trending Products to Sell by 2022 (plus Tips for Promoting Them)

[TAG17]

• This inspiring quote Jeff Bezos keeps in his fridge


• Richard Branson, Billionaire: Here are my top 10 tips to success

[TAG20]

• How to Overcome Your Fear of Failure


• 7 Daily Habits for Insanely Productive People

How To

Are You a TRUE Entrepreneur?

An entrepreneur is someone who creates value for others and himself. He is risk-averse, he creates businesses, and he earns money.

He doesn't wait around for someone else to give him an opportunity. He is a self-starter and a leader.

A true entrepreneur knows how to make decisions quickly and effectively. He is able to see problems clearly and solve them creatively.

His view is that there is no distinction between business and life. He sees entrepreneurship as a way of living.

True entrepreneurs do not fear failing. Failure is an essential part of being successful. True entrepreneurs embrace change and thrive under pressure.

They are determined to achieve success and growth. Most importantly, they love what they do because they enjoy creating value.

They do not just want to start successful companies; they want to have successful lives for their family.

If you're feeling unmotivated or uncertain about whether starting your own business is right for you, this question might help you:

"Am I a true entrepreneur?" If your answer is yes, you should take action. If you answered no, perhaps it is time to rethink the direction of your career.