Use stories to connect with your clients and customers
Tell a Story
Stories are not just entertaining; they connect with us at a deeper level. Neuroscientists have proven that stories can deeply influence our beliefs and decision making because they appeal to our emotions and our capacity for empathy. A great story gets told again and again. In fact, a study conducted by MarketingSherpa and KnowledgeStorm a few years ago revealed that case studies have a very high pass-through rate -- they get forwarded frequently.
Case studies show potential clients that other people have bought and tried your products or services. They detail the experiences and results of those services. It’s the ultimate credibility builder. Where other forms of advertisements fall short, Case Studies shine. A real story of another individual solving their challenges with your product or service does several things well: it educates, and validates. Having a few case studies available to show potential clients can be enough to influence their purchasing decision in your favor.
Gain Media Attention
The third reason why case studies are so important is that they make it much easier for you to get media coverage. Business, industry and trade publications are full of stories of companies overcoming challenges by using specific products, services, strategies or methodologies. The whole public relations (PR) industry is built around the idea of getting their clients’ stories published in the media. PR firms understand that the best way to do that is through customer stories. In fact, case studies dramatically increase the chances of a story getting picked up by the media.