Jump over hurdles with case studies
Imagine your sales staff has a hot buyer. This company wants to use your manufacturing facility. But they’re dithering.
Your sales staff can’t quite figure out why.
The buying rep has read your white papers. Their R&D department has asked questions. Your two companies seem a perfect fit.
And your sales staff still . . .
. . . can’t quite close the deal.
Perhaps it’s because this customer can’t picture themselves using you.
They might not be able to imagine what working with you is like.
To get over this hurdle, you need a case study
Not a science, research-based case study like those that appear in scientific journals.
Instead a marketing case study.
A marketing case study – like a science case study – involves an up-close, in-depth, and detailed examination of a subject. However, in a marketing case study, the subject is a wonderfully-satisfied customer.
A case study is a testimonial with a story.
A case study is one customer’s experience with your product/service – and by a story, I mean the case study starts off with the situation before the customer knew you.
In other words, it begins with your customer talking about their problem(s). It discusses what solutions the customer considered. Finally it shows why they chose your company. It includes the experience they had working with you – and why you were the best choice.
A case study includes your solution and the ROI of your solution. (Even if no hard financial savings was realized, time or productivity can often be measured.)
A case study is 2-4 pages long & has lots of graphics
It’s a fun-to-read testimonial with lots of pictures. It tells your customer’s story – with authoritative quotes touting your awesomeness of course!
A case study usually includes a picture of the customer and their logo. Sometimes it shows them using your product, or has pictures of their facility. It often includes charts or graphs to easily show how you saved them time or money.
A case study develops trust in your company.
As potential customers read a case study, they see themselves in your satisfied customer. They identify with this customer. This develops trust through social proof.
We look for and act on (even if subconsciously) social proof in all areas our life – including how we behave and the purchasing decisions we make online.
It doesn’t matter if that social proof comes from friends or strangers. What matters is that we’re seeing evidence from our peers – in this context, other consumers – that the decision we’re about to make is the right one.”
~Sujan Patel Content Marketing Institute
Case studies are best fresh
In other words, having several case studies is better than just one or two. It’s a good idea to have one for every product/service you offer in each of your markets. Also, if there are any key objections you face, it’s good to have one for each of those as well.
You want enough case studies so your prospect feels comfortable with any and all of her objections.
Let’s go back to the beginning of this page – back to the hot buyer
Now imagine this buyer has looked at a few CMO’s. All these CMO’s are reputable. They’re all GMP certified through NSF for dietary supplements. They all seem to be a good fit. This prospect is having a tough time choosing.
And your company hands them a case study.
This case study shows a customer just like them. It shows how you solved this customer’s problem.
Voila – this hot buyer can now picture themselves using you as their manufacturer.
A case study overcomes the last niggling hurdles prospects have.
Not sure where to start?
You can, of course, create your own case studies.
It takes time.
And you might not feel comfortable creating one.
There are a lot of moving parts – selecting the right customer, getting buy-in from stakeholders, obtaining approvals from the customer, developing questions, interviewing the customer, creating graphics, etc., etc.
That’s why we’re here.
We’ve got a process for creating case studies from start to finish.
And we know from experience that sometimes you get the most honest case study when you use a case study writer outside of your organization.