Case Studies: A Vision of the Future

The way you convey information can be vitally important to whether it’s well received. An overly self-promotive approach can be off-putting to potential clients. Remember: It’s not all about you. 

While it’s important to communicate your expertise and solutions to potential customers, it’s their challenge — not your product — that must be central to the equation. If the problem part of the real-life example is relatable, it captures the attention of the prospect and enables them to see themselves. 

Because your product or service enables the resolution of that problem or challenge, it helps to build the desired connection. 

With an external perspective, rather than an internal focus, case studies offer a powerful way to highlight your value to prospective clients. 

Five reasons to use case studies 

1. You want more clients like this one 

What’s your ideal customer look like? After you’ve been in business for a while, you may start to see commonalities among the clients you value most. 

Your ideal client may be in a specific niche or industry, a certain company size, geographic location or business structure. Perhaps their way of doing business works particularly well for you, or their leadership style complements your own. 

Demonstrate your expertise with a relevant case study to attract more of those ideal customers. 

2. Your services are complicated to explain 

Ever been faced with a blank stare when you try to explain the work you do? Certain types of businesses, such as tech companies, software solutions and service-based businesses, offer technical or highly specialized solutions that can be difficult to explain in simple terms. 

Faced with a prospect’s bewilderment, we resort to a story … an example of work with a specific client, or how our services could be relevant to a recent event in the news. And we get a nod of acknowledgement, a shift in energy, a response. 

3. Your services solve a common issue 

The industry notwithstanding, growing businesses encounter many of the same challenges. How have other businesses successfully selected the optimal marketing channels for their business or determined the best platform for their website? 

On a higher level, changes in leadership, company structure or new alliances necessitate a shift in approach, process or practice. Challenges such as moving to a larger location, taking on new lines of business or expansion into additional channels (eCommerce, wholesale or a dealer model, for example) can benefit from the wisdom of those who have tread a similar path. 

A case study for an entirely different industry can spark interest in a prospect because it relates to a similar issue in their company.

4. A story helps potential clients see the light

Do you ever shake your head in disbelief at a potential client’s current processes? You just know your services can help, but critiquing with tact is an art form. Relying on an approach used in our personal relationships can be an effective way to open the dialogue: Share an anecdote.

Often, the prospective customer already knows there are weaknesses in his current process. An illustrative case study helps bring the issue to the surface and offers a clear path to resolution. 

5. Shared journeys build engagement

Effective case studies utilize several distinct elements to engage prospects. First, they start with a relatable problem or challenge, often including the customer’s journey (how they tried to solve the problem without success). 

The next part of the case study addresses the action plan, along with the outcome, or positive results for the client. These elements further engage the prospect as they begin to envision similar results. 

A strong real-life example seals the deal with a client testimonial stating the benefit of their relationship with your business. 

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Case studies next steps

Use your case study descriptions as an opportunity to illustrate your work process and allow prospective clients to envision what it would be like to work with your company. 

Add your case studies to your website, share through content marketing strategies and repurpose with new executions for use in various channels. 

Need a hand getting started?

This post was previously published on OnlineAmplify.com and has been refreshed for relevance