Do you read reviews before heading out to a new restaurant? Or how about the last time you bought a TV or computer – did you hit up Amazon or CNET to check out what others had to say about the product you were considering? If they were positive, you came to believe the experience with that restaurant or product would be positive for you too. Those reviews are mini case studies.
Case studies are an integral part of your marketing collateral. They are a great way to showcase your company’s products and/or services without simply listing what you do. They also provide support by demonstrating a proven track record.
How Do Case Studies Work?
Case studies work in an indirect fashion to sell your services by:
- Telling stories
- Focusing on customer issues
- Illustrating successful solutions
Our brains remember things better when they are engaged. Stories that illustrate problems and successful solutions are more memorable because they engage the reader in an emotional way. For scientific evidence on this you might want to venture over here.
Using a storytelling format for case studies is a good way to change the way you explain your products and services. Think of it this way, a story that relates to your personal situation is far easier to remember than a bulleted shopping list.
Tip: Don’t forget storytelling is an important part of your social media as well. You might want to “share” some case studies on your social media platforms.
Customer Issues Solved!
Don’t take our word for it, though! Case studies are about you—but only indirectly. They are built from the perspective of your clients—what their problems were and how those problems were solved by your company. Yes, they explain your products and/or services, but they are more about your clients.
Brandwidth Solutions has found that prospective clients react very well to case studies, because they have typically encountered similar obstacles. Case studies help prospects see similarities to themselves, and how they can get similar positive results.
Sure, you can talk until you are blue in the face about how great your product or service is, but isn’t reality more persuasive than just talk? Case studies show prospects how your product/service can be implemented, and how success was achieved. Real results are much more powerful than abstract theories. Demonstrating success helps your credibility.
Case Studies also illustrate problem-solving skills. It’s all in the math:
Problem X + Solution Y = Success
How can you argue with that?
The bottom line is case studies are an inexpensive, but highly powerful way to:
- Communicate what your company does
- Show why a prospect should invest in your product/service
- Demonstrate how you have achieved success for other clients
Wondering how to write a successful case study, here is some more information to help you out.
We’re curious, how have case studies helped your sales?