Prove it –
Remember the playground dares, double dares, and the final challenge? Prove it!
Your prospect is thinking the same thing:
Prove that I can trust you.
Prove that I can believe you.
Prove that I can benefit from working with you.
In today’s marketing world, many businesses only rely on social proof. They treasure the 177 positive online reviews, but flinch at the disruptive keystrokes of one bored, nasty troll. Many go so far as to solicit fake reviews just to boost their ratings, diluting the effectiveness of the authentic reviews.
How do you demonstrate credibility and proof in situations where there’s not a rating system or reviews?
One way to create proof is with a guarantee. Proof that the prospect can trust you or get their money back. For some customers that may be enough, for others, they are still stomping their feet on the playground shouting “Prove it!”
The Case for Case Studies
The term “case studies” sounds cold and clinical, and many companies perpetuate that impression by flatly stating problem and outcome. You may think that case studies are only for technical or financial industries, but they are marketing gold for any coach or consultant since they are a vehicle for others to sing your praises.
Case studies are highly engaging and effective when you think of them as stories of coming to the rescue.
A compelling case study follows the classic story arc of defeating the monster. The client is Everyman. Your prospect can easily insert themselves into the scenario – anything from getting fired to eliminating bullies in the workplace. For them the problem is real and uncomfortable enough that they are searching for answers.
That’s where the Hero comes in. And in a case study, you are the Hero. Whether you supported them through a career transition or coached middle-management on increasing employee engagement, the end result is a solution and relief for Everyman.
It Must Be Real
While a good case study follows the story telling formula, the content must be real. Facts and statistics still play a role in establishing the credibility of the challenge and outcome. Don’t embellish or fabricate. It must be a real need that resulted in a real outcome provided by you.
Highly effective case studies incorporate quotes from the satisfied client giving you the opportunity to share testimonials in another format. Let the client express both their pain and their satisfaction with the outcome. (And don’t forget to repurpose their positive outcome in your other marketing material.)
Consider adding case studies to your marketing message strategy. Let’s your satisfied clients make the case for you. After all we’re still kids on the playground shouting, “Prove it!”
#casestudies #copywriting #marketing #entrepreneur #businesscoaching #consulting
Susan M. Sparks is persuasive marketing copywriter, ghostwriter and author specializing in Thought Leadership, Motivational/Self Help, Health &Wellness, and Lifestyle Content for Entrepreneurs and Organizations