Case Studies–3 Reasons To Include Them In Your Marketing

In many cases, people may not know why what you have might be important to them.  For some, they’re just not sure what it is that you do or the type of application that your products or services are specifically designed to address.  And that’s why it’s important to talk about the problems that you solve, the way you solve them, and the kinds of results your customers attain from working with you.

Provide proof that you know how to solve a certain problem.
Case studies are a very powerful marketing tool.

If your marketing communication materials discuss the kinds of problems that you solve, you’ll have a much greater chance of gaining the interest of those who actually have that problem to solve.  And while that might sound like a mouthful, I would argue that you’re better off spending time with or going after  people or prospects that are part of your target market and that you can actually help.

And this is why I suggest that businesses put together case studies to assist them in marketing their product or service.  Case studies serve three marketing purposes:

1. Build trust.  What are you more likely to trust–some information that simply talks about the features and benefits a company offers or a situation in which those features and benefits have been realized?  Case studies build trust with prospects because they provide some level of proof that your company has experience in solving a specific problem.  The case study shows them that you know how to solve the problem they are experiencing–you’ve done it before so you should be able to do it again.

2. Allow prospects to envision themselves working with you.  When you provide some detail around the type of problem that you’re solving and some description of the client you’re working with, you allow the prospect to put themselves in the same shoes as your existing client.  And this is important because then they can get a feel for what it’s like to work with you and your company.

3. Results. Nothing speaks louder than results.  Providing a case study also allows you discuss the types of outcomes or results that a prospect can expect from working with you and that kind of information is important to share because it’s information that can convince a prospect to make a decision.

Case studies delivers the kind of traction you need to build trust and prove that you can solve specific problems and deliver results.  If you find the phone ringing, but lack engagement from your prospects, check to see if you’re providing enough proof to close the deal.

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