Case studies are so important to your business. It helps build your reputation, shows your capability and it builds trust. Case studies are a great marketing tool if used right. To create a killer case study, we want to interview our client’s asking questions that will lead to the ultimate case study. Before determining what those questions are, let’s quickly review what makes a killer case study.
Case studies are often very digital, filled with numbers, and boring to read, which is the exact opposite of what you want. We’ve all heard how left-brain thinking uses more logic, while the right brain is more creative and emotional. What’s fascinating is that these two seem to share resources, meaning that the more you crunch numbers and analyze, the less emotional you are in that moment. This is why someone could come off as cold at times if they’re focused too much on facts. It’s also true that if you ever find yourself extremely emotional, there is almost no logic to your thinking in that moment. This is vital to know because when it comes to making purchases, we buy with emotion and justify later with logic. The very action of making a purchase is purely emotional and if we want our case studies to influence our buyers to take action, then we must make them as emotional as possible. To do this, we must tell a story. Stories force the listener or reader to put themselves in the shoes of the main character. The reason a good movie has the power to make us happy or sad or produce all kinds of other emotions is because we identify, that is to say, we imagine what it would feel like to go through all the experiences the character or characters in the movie go through. The same identification should be happening with your case studies.
Case studies are often very digital, filled with numbers, and boring to read, which is the exact opposite of what you want. We’ve all heard how left-brain thinking uses more logic, while the right brain is more creative and emotional. What’s fascinating is that these two seem to share resources, meaning that the more you crunch numbers and analyze, the less emotional you are in that moment. This is why someone could come off as cold at times if they’re focused too much on facts. It’s also true that if you ever find yourself extremely emotional, there is almost no logic to your thinking in that moment. This is vital to know because when it comes to making purchases, we buy with emotion and justify later with logic. The very action of making a purchase is purely emotional and if we want our case studies to influence our buyers to take action, then we must make them as emotional as possible. To do this, we must tell a story. Stories force the listener or reader to put themselves in the shoes of the main character. The reason a good movie has the power to make us happy or sad or produce all kinds of other emotions is because we identify, that is to say, we imagine what it would feel like to go through all the experiences the character or characters in the movie go through. The same identification should be happening with your case studies.
During your interview with your best buyers, ask what exactly it was that they were feeling before hiring your company or buying your product. Ask about their environment, the fears, the frustrations. What was it exactly that they were worried about? What would it mean for them if they never found a solution? When building your case study, it’s important that you create the narrative of before, during, and after coming in contact with your product or company. Take them through the stories of the other options they had before choosing you. This is going to mirror your new prospect’s current environment.
Let your case study tell the story of why your customer thought you were different, why those differences mattered to them in making the decision, and then what the outcome was. Telling a boring story of how you increased production 34% does nothing for anyone. Bring them through an emotional journey that they can relate to. They can relate because these are prospects that have the same buyer persona as your case study. Ask your current clients how they felt when you showed the results you did and why that was important for them. Ask them to talk about future opportunities that have developed because of the great decision they made choosing you, your product, and/or company.
This is how you create a killer case study. George Athan Mindstorm recommend you use the above exercise not only to help you differentiate yourself in the market, but also to construct your sales pitch by building on those previous customer experiences and sharing them with your new prospects.
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