Building Case Studies and Testimonials that Sell

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by bloody marty mix

Building Case Studies and Testimonials that Sell

Would you believe that the most powerful marketing tool is something that’s been around since mankind discovered fire?  It’s storytelling.  Since primitive times, people have bonded, learned and created new opportunities through telling stories.  Human beings are wired to listen to stories.  When we share stories, we increase trust and build relationships when our stories demonstrate our expertise, integrity and ingenuity. The truth is, stories sell.

I’ll give you a hint: this is why it’s so important to take care with what you post about yourself on your social media sites like Facebook.  Your words and pictures are telling a story.  Are you demonstrating expertise, integrity and ingenuity?  If not, think twice about the kind of story your social media sites are telling about you.

Two other ways we tell stories in business are

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.

Plot Twists—these showcase your experience, creativity and unique approach. A story without plot twists is boring.  Your story gains power when you include the obstacles or set backs you faced and overcame to triumph for your client. Happily Ever After—Make the end result tangible enough to create “outcome envy.”  You want the reader to want the outcome the client in the story got—want it enough to call you for a repeat performance.

What Makes a Good Case Study or Testimonial?  Here are some thoughts.

Case Studies Works best with a longer, more involved process Choose something that is a perfect example of your work Pick something that wasn’t easy—showcase your skills Make the story one that is easy for others to identify with Make sure you demonstrate the solution process If possible, use the names and companies Incorporate the five Real

Story elements to tell a dramatic and engaging tale Testimonials Should be a statement of satisfaction and results Try to make it specific Give the client a guide for structure’s sake—coach them on providing a statement of what was wrong, what you fixed and how it’s made life better Because they’re shorter, testimonials won’t be as involved or dramatic as a case study

Where can you use case studies and testimonials?  Everywhere.  Include them prominently on your web site.  Feature them on your blog.  Incorporate them in brochures and newsletters, and on your push pages and squeeze pages.  Videotape satisfied clients and include the video in commercials, infomercials and in web video.  Provide a call-in number and let happy clients record an audio testimonial.  Encourage clients to provide testimonials or recommendations on your social media sites like

LinkedIn and Facebook.  Print quotes on your packaging or book cover.

When you’ve got happy clients, share it with the world.  After all, others are feeling the pain and they may not find a solution until they learn what you have to offer.  Shout it to the world!

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