Use Case Studies to Connect with Your Audience
Whether someone is selling laundry detergent, self-help books, coaching, or business advice, case studies go a long way to helping prove a concept and create new, satisfied customers. This, ironically, will produce more case studies. The whole concept of case studies is self-perpetuating and they can go on continuously if you want them to.
Advantages of Using Case Studies
The good things about case studies are that they’re customer focused, tell a story, and prove success of your concept, product or service.
* Customer focused – Each story is told from the customer’s perspective and not from the business owner’s perspective. It really goes far in using the marketing concept of benefits over features in a way only a customer can do.
* Tell a realistic story – Since you get the information from a real customer the story is true, realistic, and factual. Don’t ever make up case studies. It’s best to use real live people to help you with creating a case study.
* Provide proof of success – When other people see a case study about a product or service they want to try, they’re much more likely to try it because they can see the results someone else had. This is why weight loss programs like to show before and after shots.
Case studies come in different formats such as blog posts, PDFs, eBooks, infographics, videos, podcasts and articles. What’s more, you don’t have to have them in only one format; you can provide a case study in many formats so that your customers and potential customers can view it or listen to it in the way that works best for them.
How to Collect Case Studies
* Interview your clients – Each time you’ve satisfied a client, send them an invite to interview them about their experience using your product or service. You can also invite your customers to submit their own videos answering a particular question about your product or service that you can use as a case study.
* Send clients a survey – Create a survey using SurveyMonkey.com to ask clients and customers about their experience using your products and/or services. Ask everyone the same question so that you can show that “9 out of 10 users had results” using your product.
* Host webinars and/or in-person events – A great way to collect stories to share with others is to host a webinar, round table, or an in-person event just for your clients. They’ll feel comfortable sharing, and you can record the event for use in marketing later. With permission, of course.
Using case studies on a regular basis is a great idea to beef up the content you use on your website, in your eBooks and other marketing material that you create. Everyone loves a success story, and people love to share their achievements. It will help you create even more success since success feeds on success.