Although part of any smart marketing mix, case studies aren’t seen by consumers as “marketing materials,” like a company brochure or direct mail postcard is viewed. Instead, case studies are seen as informational – a way to better understand the company with a “behind the scenes look” from the perspective of one of your customers.
Case studies, when written in story form, are a favorite read of many. One reason why people love reading case studies is because people love reading about other people. It adds human interest to a story and brings emotion into the mix. Who doesn’t love a good triumph story? That, in a nutshell, is a case study.
Another reason why people love reading case studies is because they are more apt to believe what other people say about your product or service than what you say about you. Case studies add credibility.
Case studies also reduce the risks of making a bad buying decision because the person reading the case study is relating to someone else’s experience. Let’s face it. Very few of us enjoy the anxiety of being the guinea pig. We enjoy the comfort of knowing someone else has gone before us and had a great experience with your company.
Finally, keep in mind that case studies show (not tell) the benefits of doing business with you. Because it is a story, previous customers are relaying their frustration over how their home wasn’t working for their needs, voicing their anxiety of choosing the right contractor, and expressing their unbelievable happiness at the newly remodeled home you created for them. This is much different than other traditional marketing – and why it is such a powerful element of your overall marketing mix.
