The internet drastically changed the way people make buying decisions.
No kidding, right?
Finding what you want is fast and easy.
And when you’re searching for just the right item, browsing through customer reviews is the norm.
But they don’t give you very much information. “This is great!” with five stars isn’t exactly what you’re looking for.
You want something that will tell you, not just how good it is, but how it will fix your problem.
There’s a simple way to get your customer’s attention (and persuade them to buy) that goes beyond simple customer reviews.
The Purchase That Started A Case Study
I was having lunch with a friend who has a small ranch.
She was concerned about the large number of flies on her horses. She can’t seem to get rid of them.
“What are you going to do?” I asked.
“I read about this new fly spray. I guess I’ll try that,” she responded. “Nothing else seems to be working, and it’s driving my horses and me crazy!”
She continued, “Flies spread disease, and I don’t want any of that!”
“Sounds like a good plan. Let me know how it works,” I said.
Less than a week later, she called me.
“Oh my gosh! That fly spray is a miracle!” she shouted. I could hear the excitement in her voice.
“What do you mean?” I asked.
“I sprayed the horses in the morning, and within the hour, all the flies were gone!”
She was extremely excited about this.
“That’s fantastic!” I replied.
And that’s the beginning of a great case study!
Your Happy Customers Represent You the Best
As a professional copywriter, I write plenty of case studies for my clients. Over time I’ve come to understand the construction and delivery of them in a way that really connects with people.
And believe me, a well-constructed case study will go a long way towards pulling customers into your world.
There are many ways to ensure your prospect sees your products or services online.
But, seeing is just part of the process.
You need to take it a step further – you must convince them and win them over.
These days, buyers are looking to other buyers for details on your products or services.
You can talk about your product or service until you’re blue in the face, but it won’t matter as much to your reader.
Because it’s a biased opinion from your point of view. Of course, you’re going to brag about what you do or have.
That doesn’t make it a good purchase.
Using satisfied customers to tell their stories in case studies will show new prospects how amazing your product or service really is – and it’s not just your opinion.
An existing customer is an outside source – that third party credibility – someone who’s tried your product or service and can testify to how well it worked for them – how it solved their problem.
Why This is Important for You
I enjoy writing case studies for my clients.
It’s gratifying to interview delighted customers that are excited about their “find.”
They tell a convincing story, a story that will win over more prospects than any product brochure ever could.
This type of customer satisfaction story resonates deeply with your reader because it’s the same exact issue they have that needs your solution!
Besides, people remember good stories, right? Especially if it applies to them.
Case studies make your products or services stand out from the competition and shine!
How to Write a Great Case Study That Will Generate Leads
To be clear, case studies are not simple customer reviews. Case studies go into much more detail.
To write a winning case study, you must interview your customers. You’ll learn all the information you need through these interviews. Be sure to include actual quotes from your happiest customers!
- Get the background – start with a brief introduction of the customer and the story behind the problem that needed resolving.
- Who are they and what is it that they do?
- What led up to needing a solution to the problem or challenge?
- State the challenges – address the problem that caused the customer to look for your solution. In my example, the problem was flies on horses. They disturb everyone, and they carry diseases.
- What was the specific problem or challenge they were trying to resolve?
- What was the extent of the problem?
- Highlight the solution – tell how they tried other products that didn’t work (if they did) and then discovered your product or service. Explain how it worked for them. Your customer is an outside source enthusiastically describing your product or service!
- What steps did they take to solve this problem before finding the solution?
- How did they find your product/service?
- Why did they try your product/service?
- How long did it take to implement your product/service?
- Did they experience any issues and how did you resolve them?
- Share the results – this is where you sum everything up, showing the perfect WOW of how this completely solved their problem – how they would highly recommend your product or service to everyone!
- How well did your product/service solve their challenge or problem (get cost savings, time savings, sales growth, ROI – anything positive).
- Did you go the extra mile to ensure they received gained benefits or prevented extra costs? How?
- Were there any unexpected benefits?
Case studies are detailed, third-party success stories about your business – about your products or services. People are searching for what you have to offer, and case studies give them exactly what they need to make a buying decision.
If you’re not using them, you’re missing out on so many leads and many more customers!
So, reach out and grab their attention with case studies – it will be their superhero that solves their problem!
Need help interviewing your success stories and writing winning case studies that will result in more happy customers? Contact me at 512.917.2109 or Kellie@FrogCommunications.com.