How do you set yourself apart from the competition (including that jerkbag who has 500 glowing reviews on Facebook?)
(Read on and find out!)
What is a case study?
It's a short piece designed to show how your products or services helped one of your clients. It helps build trust that you can do what you say you can do.
Almost all businesses have testimonials. “Andy helped us write our such-and-such. It was a huge success!”
A case study is like a testimonial, but with a lot more detail. It tells your readers a story – about a client of yours who had a problem, and how hiring you saved the day!
How will a case study help you?
For starters, it can make your prospects feel like you're a good fit.
Not all service providers are the same.
If a client is reading your case study and they think to themselves “that sounds like my business! We have the same problem!” - that client is gonna be much more likely to believe you can help them as well.
Case studies also build trust.
Testimonials are great, but they're usually short on detail. A case study provides a much clearer picture of what challenges your client faced, and how you were able to help them overcome.
Saying “So-and-so was great to work with. I would hire him again.” is not as convincing as telling a story about how they wrote you a letter that boosted your returns by almost 100%
Consider also: Simply having case studies available to show clients will build your credibility, compared to your competitors who don't have any to show.
Testimonials are easy to come by. A client can type one up in a matter of seconds and send it to you. Not much effort required.
But a case study? That takes more involvement on the client's part, and shows they really appreciate and value your service.
How hard are case studies to put together?
Not very hard at all, if you know what you're doing – what client to use, what questions to ask, how to write in a clear, compelling way.
You need a happy customer who is willing to be featured in your case study. And then you need someone to write it.
A typical case study will run about two pages long – depending on how detailed you need to be.
What steps are involved?
- Pick your client
- Get the client's permission
- Briefly interview the client
- Select quotes to use for case study
- Write case study
And how do you write the case study?
Think of it as a story. You start with the problem. Why did your client hire you? What was the project? What problem were you hired to solve?
Then you talk about how you solved the problem. What steps did you take? The main point here is to give your readers insight into what it's like to work with you. What can they expect from the experience? This is where you show them how you're different from the competition.
Finally, you tell your reader how it all worked out. We'll assume you solved the problem. What were the results for your client? Were they amazing? Tell your reader, and let them know they can expect the same excellent results if they hire you.
That's about it...
All that's left is to get it into your prospects' hands. Post it on your website. Email it to your clients. (It's always good to remind them of how you can help them.)
Use it however you want, but make sure people who are thinking of hiring you see it.
If you like the idea of putting together a case study for your business, but don't know how you'll get it written...
Call me. (920) 351-3047
I'll help you every step of the way - from selecting the right client to use for your case study to writing a killer case study that will convince your prospects that you're their number one choice!
It'll be one of the best investments in your business you'll make.