As you’ve seen in my previous posts on this subject, customer case studies can help to improve credibility, expand your reach, and shorten the sales cycle. However, for case studies to be effective they must be well-crafted and relevant.
The most effective case studies contain five important elements:
- A good story. The story must resonate with your target audience. You may choose to write about customers by industry, business application, or an important niche.
- A strong intro and summary. Don’t forget to summarize your story, including the important details you want your prospects to take away. Remember, many people only read the first and last paragraphs so put extra effort here.
- Details, details, details. Be specific. Was there a technology that helped speed up turnaround time? A process that increased cost savings? Or a service that increased employee productivity? Please, don’t rehash generic solutions to common business problems. Explain, in detail, the challenge your customer faced, how and what you delivered, and the end success.
- Scanable content. Make it easy for readers to get information quickly. Use subheads, short paragraphs, and bold type to accent key facts.
- Keep it brief. Depending where your story is being used, you may need different versions, but in all cases it should be brief.
It’s time to assemble your anecdotes and start building an arsenal of solid, highly relevant customer success stories to bring to your next sales call. Whether online, in print, or communicated verbally, case studies will serve you well in all your business endeavors.
