BRX Pro Tip: 3 Must Haves When Creating Compelling Case Studies
Stone Payton : And we are back with Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, what are you learning recently about creating truly compelling case studies?
Lee Kantor: I think having case studies on your website and your materials when you’re selling somebody something is super important. They have to be able to see that you can really deliver what you promise, and having examples of how other people have used your service and benefited from your service is super important when it comes to persuading someone to try to buy what you’re selling.
Lee Kantor: So number one, I would focus in on the customer and their experience, not just the product or service. So highlight the customer’s challenges, their goals, and how you’re offering. Help them achieve whatever their desired outcome was. And I would use direct quotes from the customer to add authenticity. You want to get as much of this information in the – out of the mouth of your customer, not your marketing team.
Lee Kantor: Number two, I would quantify the impact your solution had on the customer with specific metrics that demonstrate the value that you provided. So if you’re saying we increase revenue, don’t say you increase revenue, say you increase revenue by so much, or you reduce costs by so much, or you improve efficiency by so much. Specificity matters, and it’s important to capture the exact amount if you possibly can. And this helps potential customers understand the real-world benefits of the service that you’re providing.
Lee Kantor: And number three is structure the case study like a story. Don’t just make it, you know, dry numbers or charts or things like that. So try to kind of set the scene by introducing the customer and their situation, their challenge, and then describe how your service was implemented. And then at the end, you close by showcasing the final results.
Lee Kantor: So I think it’s super important to have case studies. And I think it’s super important to put case studies on your website, in your marketing materials. And if you use some of these kinds of tactics within the case study, I think you’re going to have a lot more people buying what you’re selling.
