Testimonials or Case Studies?November 15th 2016 Sally Ormond case studies, how to write case studies, testimonials
Testimonials or case studies? Which is best?
Well, one thing’s certain, no one will believe a word you say without proof.
Your website content can be as compelling as you like, but if you don’t back up your claims in some way, no one is going to buy from you.
The usual way of showing proof is by including testimonials, or now, reviews because this delivers social proof from real people.
Or do they?
The problem with testimonials and reviews is that there’s always a nagging doubt in the back of the readers’ mind that they may not be genuine – especially the glowing ones.
Plus, there’s another drawback. As a business, you may not want your competitors seeing whom you are working with just in case they go and pitch, undercutting you.
It’s a problem.
So what’s the answer?
Write a case study
Well, another way of adding social proof to your marketing is including case studies on your website.
Unlike testimonials that generally only state that you did a good job, a case study lets you go further, showing the reader the issue that was facing your client, how you solved it and what the end results was.
They give an in-depth view of your company that will influence your readers because they will be able to relate to them.
Plus, because case studies are stories, they will evoke a range of emotions in your reader that will get them excited about what you can do.
The next question is which customers do you choose?
The best idea is to select a few based on the results created by your product or service, especially those that have big numbers attached to them, such as a company that saw a 500% increase in sales thanks to your automated marketing platform. It’s also a great idea to write about customers who are still buzzing from the experience because they’ll be the best brand ambassadors for you.
Make it bold and beautiful
Obviously, the content of your case study is important, but you should also add customised graphics that help illustrate the story because not only will it make it look better, it will also encourage more people to read it.
The writing of it follows the usual story formula:
- Identify the problem
- Explain the strategy you followed
- Outline the process
- Show the results
Then make sure you get a fantastic sound bite from the client that tells the reader how great it was to work with you and how pleased they were with the outcome.
In case you were thinking that doesn’t solve the not wanting your competitors knowing with whom you are working issue, you don’t have to name the company you worked with, but instead paint a picture of their industry, size etc., to show the scale of your work.
All in all, case studies are one of the most valuable assets you can add to your marketing arsenal.