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Write a compelling case study

How do you show potential customers how good you are at your business?

One powerful way is to use case studies to show how you’ve helped your customers in the past. And what greater endorsement of your business is there than an existing customer telling your prospect how your business has positively impacted them. If prospects can envision themselves using your product or service then they are more likely to follow through on that vision and buy from you.

When looking for a new product online, a book from Amazon for example, many of us will quickly bypass the blurb and go straight to the reviews. Others’ experience with the product has so much more impact. For me, these reviews will always determine whether I buy the product.

Getting a real-life unbiased opinion from an existing customer will always be more persuasive for getting new custom. It adds authenticity and credibly to your business and is information prospects can trust.

Who do you choose?

Depending on their experience with your business, each customer will tell a slightly different story. But you’ll want to select one who has seen the best results and will convey the enthusiasm that you want your prospects to feel.

You also want to choose a client who is most likely to convey your core message. For instance, you may want to highlight the efficiency of a machine that you sell, or how your product or service can make life easier. Which of your clients will best illustrate this?

How do you do it?

Your interviewee is busy so the less impact on them and their working day, the better. You don’t want them to resent you taking up their time, so don’t spend hours drilling them on everything – keep the questions brief.

For the interview, pre-prepare your questions but ensure that they are relevant to the customer’s experience. Here are some examples to get you started.

  • Tell me about your business (to get some context)
  • What are your challenges and objectives?
  • How did you hear about our product or service? How did you decide to choose us?
  • How long did it take to start using or benefiting from our product or service?
  • Did it meet your expectations?
  • How have you benefited from using our product or service? How is the product or service helping you save time and increase productivity? In what ways does that enhance your competitive advantage?

Throughout, try to ask open-ended questions such as “Can you describe …?” or, “Tell me about …”. Yes/no answers don’t make for the most comprehensive of case studies. This is what you’re looking for – a rich, comprehensive study that showcases your business as the solver of problems.

When creating the case study, make simple and clear:

Title: Highlight the most compelling accomplishment.

Executive Summary: A summary of the entire story including the main accomplishment.

About: An introduction to the person or company.

Challenges: Challenges before using your product or service.

Results: How your product or service provided a solution and helped achieve goals.

Supporting quotes: Pick one or two powerful quotes and a visual. Use images or a short video to emphasise the project’s success and have more impact.

After you’ve written up the case study, send a draft to the customer, giving them the opportunity to make edits. Once you’ve published the case study on your website (or elsewhere), provide a link to the customer’s page.

Hopefully, this post has given you some insight into how you create persuasive case studies. Do it right and not only do a case study have a positive impact on your potential customers, but also on the existing client. They will be reminded of the effect your service had on their business, and will be flattered that you respect and trust their opinion.

BUT, should you lack the time and the inclination to organise a case study, why not get in touch and let me do it for you.

 

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