The value-add of customer case studies

Posted on Posted in Copywriting

Have you ever wondered why businesses invest in case studies? Are you sceptical about the value they can add?

Case studies are a very effective marketing tool, often more so than brochures and traditional sales collateral. A case study allows you tell a story about your business and wax lyrical about how happy your clients are with your work.

What makes a good case study?

There is no definitive format for an effective case study, but generally speaking, there should be three main components:

· Explain the challenges the client faced

· Outline the different solutions available

· Describe how you solved the problem, demonstrating quantifiable results

A case study is more than just a description of what a customer has bought: it needs to focus on the tangible benefits that you can offer. The reader should follow a journey from the identification of the problem, to how you solved it, through to the positive impact of this change. This will, in turn, inspire confidence and trust. It’s important to clearly demonstrate the “what’s in it for me?” aspect that your prospective client will want to see.

Make sure that you also include a personal testimonial from your client, someone in authority whose positive opinion of your business will resonate with prospective clients. This will prove hugely powerful in your overall marketing strategy when your main objective is to build trust in your products and services.

Understanding the value of case studies

1) They are targeted

Case studies are very targeted to a specific sector and niche. They can focus on a very specific goal that’s related to your product offering, so you know that it is relevant to your target market.

2) They can help you build your brand

Few things are trusted more than statistics and factual claims. By regularly producing thought-provoking and insightful case studies, you’ll be able to fast-track your way to becoming a trusted thought leader. In addition, if you have clients with a well-known brand name, you can elevate your own brand, by association. This is especially advantageous to new, smaller businesses who haven’t had a chance to establish a name for themselves yet in a specific industry. When a potential client visits your website and reads a success story of a familiar, trusted brand, they will be much more likely to trust your capabilities.

3) They are a cost-effective form of marketing

Case studies are relatively cheap! Yet they are effective in building trust and connecting with potential customers. A good case study can be used as a fantastic marketing tool to get your brand noticed and generate sales.

4) They offer a different perspective

Case studies are problem and solution-centric. They showcase how your product or service works, rather than simply explaining what it is. They keep the focus on benefits of a service or product to a client, who might need assistance imagining how you can help them. The fact that they are also told from the client’s perspective makes your service or product a lot more relatable and relevant to potential customers.

5) They give actual evidence and proof of success

As social media and the internet have evolved, customers have been given access to far more resources. As a result, people are more cynical about trusting sales collateral alone, preferring to see hard facts in the form of peer reviews. Case studies can satisfy this desire for actual proof by highlighting customer experiences and revealing ‘real’, authentic results.

5) Case studies can be used in integrated marketing campaigns

You do not need to treat your case study as a ‘one off’ marketing project. Instead, you should use this valuable evidence in other forms of marketing, such as e-campaigns, blogs, newsletters and video posts. If you have the budget, creating videos of your case studies in particular is a really powerful way to communicate your value proposition to a wider audience.

So, to summarise, case studies allow you to shout about your big brand clients, as well as exemplifying the practical benefits of your business.

Well worth a small investment, wouldn’t you agree? I have written hundreds of case studies for clients in nearly every sector, so if you would like to find out about how I can help your business, call me today on 07971 447052, or drop me an email at pru.gayton@paccopywriting.com.

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