Building Case Studies and Testimonials that Sell
with case studies and testimonials. What’s the difference?
Case Studies: Tell a full story with a beginning, middle and end Have all five Real Story elements Create a bigger impact Are not like clinical or academic cases Are also great as audio and video Testimonials Short and positive Not a full story Can use a script for better structure Are also great as photos, audio and video
So what is your Real Story? Just like in the stories our ancestors told around a campfire, a good business story has five elements:
Hero—Every story needs one—that’s you Damsel in Distress—the client in trouble. Your story should create reader empathy with the pain of the client who is in trouble. Dragon—that’s the problem. Make it real and tangible. The more the reader shares the same fear, the deeper their identification will be with the client in the story.
