SHOW and TELL with Case Studies

February 3, 2012 at 12:52 pm Leave a comment

Case studies are a very effective marketing tool. The reason is quite simple. Much like other testimonial tactics, a third party is essentially proving your message for you, which instantly produces more credibility than any other marketing collateral you can create. It’s a way for you to SHOW your expertise, not just TELL about it.

For the most powerful case studies, keep it simple and short and try not to exceed 750 words (less than 500 words is better). Always include quotes/testimonials in your case study; these serve as a direct and powerful statement of credibility from your customer. Don’t be afraid to ask your customers for a statement. Most are happy to oblige, especially if you write the quote for them and they just have to review and approve. Just think about the following things:

  • Whose statement will provide the most credibility?
  • If you are not providing a quote for the customer to review/approve, provide them with a few guidelines in what you’re looking for (i.e. – solution benefits, cost saving, reliability of your company, etc.)
  • Make sure the statement relates to the case study
  • Strategically place the statement within the case study to it makes the most sense

Tip: Since most prospects start in skeptical mode, use it to your advantage. Open your testimonial with something like, “I didn’t think we could actually decrease production line overhead until…”

Many people just scan a case study to pull information as assess if it would be viable to read. To make the case study easier to scan, use pull-out quotes/testimonials and bullet lists where you can. You also want to use images that highlight your product or service instead of stock photos or clipart.

Remember your case study should SHOW and TELL all variables in order to provide as complete an understanding of an event or situation as possible.


Entry filed under: General Marketing, Sales Tools, Tips and Tricks. Tags: , , , , , , .

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