The
Compelling Power of Case Studies
Case studies take what you've already done to create a powerful force for new business
Credibility has become the new starting line for marketing communications. “Tell me” no longer
cuts it.
Part of the problems is a web world where opinion is easy to find but
difficult to trust.
So “tell me” has been replaced by “show me.”
For those who see challenges as opportunities, this is good
news. Because if you CAN show why you are better, you
have a huge start over the guy who a) cannot, or b) does not yet recognize the imperative.
And how do you do that? With Case Studies – also widely known as Case Histories or Success
Stories. Thanks to their unique power and modest cost,
Case Studies are today a staple component of a competitive marketing or
business development program.
The
ANATOMY of the Case Study
Case studies are proof of performance. By showcasing the achievements of current customers, you are
demonstrating to prospects the benefits they, too, can expect.
At every level, buyers today want more proof than ever before.
A good case study presents challenge and solution. It identifies a client need, the solution provided, and the ensuing
benefit enjoyed.
The length and format of each case study vary according to subject matter
and audience. Success stories are most effective if the
product or service is complex or costly or both. The way the study is written, the selection of which benefits
to emphasize, differs depending on the intended target – executive authorizer, technical decision-maker, product
or service user.
Business success stories break through the clutter. Not only that, they gather their own readership virally. People want to know what others are doing in their own field of
business. Case studies are frequently passed on from one
person to the next – especially if they contain intriguing solutions.
The POWER of Peer
Endorsement
The intrinsic strength of the case study is that is not you making a
claim – it is the customer who is confirming actual performance. In this instance, the words of your customer are many times more valuable
than yours.
After all, the current customer has done her homework. If the purchase is a major commitment, she has also done due diligence on
your firm, your longevity, your financial stability, your customer support and various parameters of competitive
value.
Because she is willing to be quoted in a case study, you have already
been accepted by her on all these levels. Nothing is more believable than someone, who has shelled out
the cash, saying it was worth it.
THE VERSATILITY of the Case
Study
A customer story has to align with the audience or it will not
succeed.
C-level prospects are likely to focus on the big picture, on ROI and
payback period. Line managers might focus on performance
validation and how easy it is to use. Technical directors are
going to want confirmation of how a product works.
One carefully planned project can deliver versions in different “voices”
tailored to evoke a response from each different audience group.
UNRIVALLED Mileage and Cost
Effectiveness
No element of your marketing mix delivers a bigger bang for the
buck.
You can print Success Stories for sales calls and trade
shows. Put them on your website. Optimize them for search engines so that they respond to specific
information seekers.
Include them in your annual and employee reports. Get them in front of your bankers and financial partners. Use them in press releases and submissions to trade magazines.
by Eric Lindsay - April 18, 2011
Back to
Top
###
| 
