Why do I need customer case studies?

in Customer case study copywriting

I mentioned in an earlier post how often I see customer case studies that are missed opportunities. When I see them I think it’s because the company has been told they need to have customer case studies and it’s been wrongly assumed they’ll know why they do. So by using a list of companies or a selection of photos they think they’ve ticked a box and can move on, whereas that’s actually far from the case.

When they’re done right, customer case studies are powerful marketing tools. Here are ten reasons why:

  1. They help you show off an impressive client list that enhances your credentials.
  2. They give people an idea of the sort of companies you work with so it’s easy to see if you’re a good fit.
  3. They show people the sorts of projects you take on so they can see if you’re likely to be able to solve their problem too.
  4. They show people the size of project you take on so they can see if you’re the right size for them.
  5. They help you show off your expertise and experience in a natural, unforced way.
  6. They help you show off your successes in a natural, unforced way.
  7. They help you show off your happy customers without seeming smug.
  8. They help you prove you go above and beyond because you can provide concrete examples of where you’ve done just that.
  9. They give you high quality content you can use to promote your business online and offline.
  10. They’re a good opportunity for you and your team to remind yourselves of the quality of the work you all do.

Of course, customer case studies that cover all these points are a lot more work than just having a list of companies or a selection of photos. It’s why it makes sense on so many levels to call in a professional to get them written.

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