When marketing your Inland Empire business to potential customers, you don’t start the conversation by talking about yourself. You start the conversation with a customer focus by talking about your potential customer’s needs.
And what better way to speak about your potential customer’s needs than by talking about other customers who have faced the same problem, and who solved the problem using a solution from your business?
A case study is one way to share another customer’s successes with your potential customers. Case studies can follow a format such as this:
- The problem. Henry’s Horse Rentals couldn’t get any businesses because all of the people in Alta Loma who rented horses preferred dark green horses, and Henry’s horses were brown and black.
- The solution (literally). Jane’s Green Widgets and Other Green Stuff offered an environmentally safe horse bath, Jane’s Dark Green Animal Bath, that turned the horses dark green, posed no health hazard to horses or people, gave the scent of a pine forest, and made the horses happy because they looked really cool.
- The results. Once Henry’s Horse Rentals posted pictures of the newly-bathed horses on its TikTok account, renters formed lines around the stables, requiring Henry to increase his stable from three horses to seventeen. The fivefold increase in revenue allowed Henry to franchise his operations, bringing in more money and starting a worldwide dark green horse craze.
When potential customers read about the original customer’s success, they will want to do business with your company also.
But aren’t case studies only for large national firms?
National firms can certainly use case studies, and Bredemarket has written its share of case studies for large firms. But any company of any size can benefit from a case study. As long as you have a website or social media site to distribute electronic versions of your case study, or a way to hand out physical copies, a case study can start working for you.
Create the study, and at the end of the study encourage the reader to contact you for more information. (Or request the person’s contact information before letting the person download the case study, then subsequently follow up and see if you can help.)
There are case study writing services in the Inland Empire, and in fact there is one that I highly recommend. My own.
Should you use case studies, or should you use testimonials instead?
Yes and yes.
- You can distribute a two-page case study that describes your company’s benefits to potential customers.
- Or you can distribute a one paragraph customer-authored testimonial that does the same thing.
Or you can do both. On a high level, there’s really no difference between the two, which is why I often speak of casetimonials as a catch-all for content written from the end customer point of view.
How can your company take advantage of the power of case studies?
Bredemarket can help Inland Empire firms create case studies, in the same way that I have worked with national firms.