Case Studies Sell
Written by Aprill on February 6, 2011
Case studies are like testimonials with extra beef. Notice I said beef, not bull. A case study provides an honest commentary on why your client made the right decision to seek your help. It's commercial story telling with a happy ending. And the story is best told by the client.
Most case studies follow a formula and are generally short, at around 300 words.
- your client's name and business or website, if you've provided web services, and a brief description of what they do
- your client's description of the problem, in their language
- your approach or recommendation
- the outcome
The outcome is of fundamental importance. This is where the benefits to your client are clearly stated, without the industry jargon. Benefits are crucial. Facts and figures that show how your approach improved the business make a big impact. Direct quotes from your client about your role in their outcome add to the sense of honesty and convince potential clients that you can solve their problem, too.
Case studies are a soft sell approach. Often, you will see the testimonials and case studies towards the end of promotional materials because they're a deal closer. Your future client is already attracted to your product or service, but they want proof before they hit the BUY button or pick up the phone. Give them a good story with a happy ending and they will want to know more.
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