What’s the best way to find out if a product or service is any good before you buy?
You’ll probably agree that it’s hearing what other customers similar to yourself have to say. That’s why case studies, testimonials and reviews are so powerful. They make your product credible and bring benefits to life. I certainly never make an important buying decision without seeing how the product can work in practice, and what customers say.
From my ten plus years in marketing, I understand that when you’re juggling many projects, case studies (which should always include a customer testimonial where possible) are easy to forget. They move to tomorrow’s to-do list. They take time, you start then stop and then they move down the list again. I know because I’ve been there.
Having decided to move case studies to the top of my to-do list, I spent the last year of gainful employment devising a case study process, format and library and guess what? Everyone saw the benefits. My past employer now has a healthy library of case studies and corresponding presentations, not to mention a few case study videos to choose from. They proved to be perfect for persuading new and perspective clients, as well as returning customers!
I discovered I loved creating case studies, and in particular, talking to customers and understanding their problems and how they were solved. Eager to explore new opportunities, I decided to wave goodbye to my Head of Brand Communications role for a global lighting manufacturer and followed my passion for finding out what people think, what they really think…..
