Have you ever gone to a conference and had to sit through endless presentations that were badly disguised sales pitches? Then, instead of relaxing and networking with your peers at the mixer, you were button-holed by salespeople from other companies, all hoping you were their next hot prospect. Let’s face it—it doesn’t take long before you just grab a few more cheese cubes and head for the elevators.
Many companies have turned to case studies to better demonstrate their value to prospects and customers. A case study puts the spotlight on a customer and how you solved their problem. But how can you make sure that you don’t fall into the sales pitch trap and end up boring or alienating your audience? For the right mindset, keep these three points front and center:
- You’re the expert—not the hero. With a case study, you can demonstrate what made you uniquely qualified to solve a problem without coming on too strong. The spotlight’s on the customer, and you play the role of the mentor in their journey—a trusted authority that comes along at the right time to help advance the action.
- Emphasize one value proposition. Was the client facing budget cuts? Geographic challenges? Inadequate data to make decisions? Whatever the challenge, center your case study around the process your customer undertook to find you, but don’t overcomplicate it. Outline in concrete terms how their partnership with you solved one key issue.
- Be professional. A great case study isn’t a task you can knock out in your spare time or delegate to an intern. A professional writer knows how to zero in on the problem and the solution using the customer’s own language. The result is copy that is direct but never desperate, and not reliant on industry jargon or spin. A great copywriter knows how to distill the features and benefits of your interaction with the customer into a story that resonates with prospects facing a similar challenge.
A final tip: most people are tired of being sold, and wise to the tricks of the trade. Don’t sugarcoat your case study in sales language. This is the time to be real.