Because your clients are your best salespeople
Call it the Peer Principle of Persuasion: People are more likely to believe that if your product, program or process worked for someone else, it will probably work for them, as well.
Enter the case study.
Case studies amplify the voices of your happy clients, transforming their success stories into the written equivalent of a product demo. When clients serve as brand ambassadors in case studies, they show instead of tell how your products and services work.
Why write case studies?
1. Case studies tap people power.
It’s the Writing Rule of One: It’s easier for readers to care about one person they know something about than to care about dozens — or even hundreds — of nameless, faceless souls.
Put a human face on your offerings by telling your clients’ success stories in their own words.
Or, as Dan Kennedy, author of No B.S. Sales Success, writes: “What others say about you and your product, service, or business is at least 1,000 times more convincing than what you say, even if you are 2,000 times more eloquent.”
2. Case studies deliver social proof.
Call it social proof: We look to what others do to guide our behavior.
Social proof is one of 6 principles of persuasion outlined by Robert B. Cialdini — the emperor of influence — in his seminal book Influence.
Case studies showing how others have used your products and services may help prospects decide to jump on the bandwagon.
3. Journalists love case studies.
More than half of business-to-business editors surveyed seek more feature releases, including case studies and how-to stories, according to a survey by Thomas Rankin Associates.
Make your next press release a case study, and watch coverage climb.
Word of mouth leads to more clients, according to The Journal of Marketing, and more clients lead to more word of mouth.
Why not write a case study today?
How to create content that almost writes itself
Would you like to master a structure that’s been proven in the lab to attract 300% more readers; get more social media shares; and boost readership, understanding, engagement, interest, satisfaction and more?
If so, please join me at Get Clicked, Liked & Shared — our content-writing workshop that starts April 18.
You’ll master a structure that has increased reading by 520%. Learn to write leads that draw readers in. And leave with templates and recipes you can use to organize the best survey story you’ve ever written, create tipsheets that almost write themselves and write great case studies with our annotated examples.
Content creation has never been easier!
Save up to $100 with our group discounts.
