When it comes to marketing techniques that can push someone from thinking about buying to making the sale, one approach that can be effective is using case studies. While this approach may work for some prospects, be careful! Case studies work better for some types of people than others. Plus, staying on the right side of ethical code is important, and case studies can go over the line very easily. Let’s talk about case studies and how to use them.
What do I mean by “case study?” If you give examples of results experienced by previous clients, you might be using a case study model. Case studies often depict what the client’s situation was before you arrived on the scene, what work you did with them, and then the result your product or service yielded for them. A good case study charts the journey future clients may be likely to go on by showing them a past client who had that experience.
A good case study charts the journey future clients may be likely to go on by showing them a past client who had that experience. #marketing #business #biztips #smallbusiness #smallbiz Share on XFor some personality types, hearing stories like this will help tap into what motivates them to buy. Case studies are likely to land better with prospects who are emotionally driven or perhaps fueled by a competitive spirit. For analytical, data-driven types like me, going too deep into stories can make the prospect suspicious! So, be mindful that case studies are not universally effective. However, for those who need the story in the sales process, the story can be intensely compelling.
For those who need the story in the sales process, the story can be intensely compelling. #casestudy #marketing #business #biztips #smallbusiness #smallbiz Share on XIf you are thinking about using case studies in your marketing, be conscientious about which ones you choose.
Want to lean in heavily to a great case study of one of your top clients? Make sure you get permission, if needed, to share details of the story. If your client can be identified, you will want to be sure that you have clearance before using their experience to promote your business. For some industries, client confidentiality is highly-regulated and mandatory. In those situations, you may be able to share a case study in a way that completely masks the client or creates a composite story that represents combined results of many clients.
Furthermore, which case studies you choose should be considered thoughtfully. You may be inclined to tell the story of the client who experienced the best results – perhaps someone with whom you invested extra time or resources to support them and lift them up as a model for future clients. It’s great to share their story, but – to stay on the right side of the law – you will want to make note in your promotions that their results are not typical. Read here for an informative guest blog on this topic from a legal standpoint!
It is exciting to share your great news with the world, and in doing so to attract more clients, but remember that people want to know what they will actually get from working with you. If they go in with inflated expectations based on a case study that was ultimately a passion project for you – and then you deliver normal results – they may perceive that you under delivered. That message will spread quickly via word of mouth!
People want to know what they will actually get from working with you. #casestudy #business #biztips #smallbusiness #smallbiz #marketing #entrepreneur Share on XSo, what do you do with all of those wonderful case studies you are collecting from happy clients? Share them with the people who need them, share them proudly, and share them carefully!
Want to learn more about the personality types I mentioned briefly in this Tip of the Week? Read here for a quick series to orient you to the four different social styles in the buying process!