Customers are risk-averse. They want a proof of value before they buy
Case studies are one of the most effective forms of marketing content. People feel more confident about a product or service when they can see demonstrable results from someone who ‘was there before them.”. As the saying goes, a picture is worth a thousand words. Paint a picture or tell a story about a customer success, and you reinforce your marketing messages and brand image.
Customer testimonials and success stories have been a component of marketing for centuries. No matter what your brand promise, no one wants to be the first to step forward and try something unproven. Even the earliest of early adopters don’t want to pay to be guinea pigs for something unproven. Case studies provide a degree of assurance, demonstrating the potential value of a solution, with the understanding that “your mileage may vary.”
I always think of Geoffrey Moore of the Chasm Group and author of Crossing the Chasm, and his model of the technology adoption cycle. There have to be a few brave souls who are the innovators and are willing to try something new. Once you have proven value for your product or service from the innovators and early adopters, the majority of your customers will follow.
Buyers want reassurance before making a buying decision. A Forrester Research survey shows that 90 percent of buying decisions begin online, and 71 percent of buyers base their decisions on trust and believability. Unbiased, informative content helps establish immediate reliability, and relating other customers’ positive experiences help build trust and credibility. That’s why sellers scores on eBay, Yelp! evaluations, and Amazon reader reviews have become so important to potential customers; prospects want reassurance and validation before making a buying decision.
A well-crafted case study demonstrates why happy customers love your company and its products and help build empathy with other customers and online visitors. They can be one of the most effective tools in your marketing program, and they are very easy to craft.
In future blog posts, we will discuss the elements that go into a winning case study, and ways to use case studies to convey your brand value and build sales.