Sell, sell, sell. That’s what you’re going to do, and that’s what you’ll aim to do. But, your prospect will need more assurances. They need to know they’re not the only buyer. They need proof. Enter testimonials and case studies.
“Nobody gets fired for choosing IBM.”
Ever heard that before? The notion speaks to risk mitigation for the buyer. The subtle message: IBM is a reputable company with thousands of customers. As a buyer of IBM’s products or services, if it doesn’t work, surely it wasn’t because you chose a bad partner. (Versus choosing a riskier partner.)
Testimonials mitigate risk with social and professional proof – who they are, why they chose you, and what were benefits have they achieved.
Here are 7 keys to be mindful of when creating case studies and testimonials:
- Who is the case study coming from? Who is the buyer (person) and company? You want this person to be reflective of your target persona(s).
- 90% about the customer’s experience and how you enabled them.
- Pain-Solution. Tie everything to the pain and what the benefit(s) was. Note: think about primary and tertiary pains and solutions. Hit home with the primary, and layer any tertiary.
- Numbers are worth a thousand dollars. Like a resume, quantifying the benefits is key. If you can’t find one, try again… early on, maybe that’s a SWAG.
- How do you share? Distribution channels? Are you recording video? Are you just looking for a quick quote to share on a website or marketing collateral? Are you creating a one-pager?
- This is your learning experience, too. If your product/ service has truly helped the customer, you’ll hear anecdotes. Be acutely aware of details – they matter.
- Sometimes, you must ask for it. People are busy, but they want you to succeed.