Whatever business you’re in, good old-fashioned word of mouth marketing is like gold dust.
“Positive word of mouth outweighs negative by a 6:1 margin” (Keller Fay Group).
The only problem with this method is that it can take some time to really get going, especially at the beginning. People are busy, and however well intentioned, tend to forget.
By producing content that actually features a customer shouting about how awesome you are, rather than something produced in your ‘company voice’, you have a powerful tool to amplify the level of referrals above those that naturally trickle in from being mentioned in conversation.
Happy/satisfied customers telling their story of their positive experience in their own words puts a human face to your product or service, and provide a more personal experience that will resonate with other ‘ideal customers’.
Instead of pushy ‘in-your-face’ sales tactics, a good case study uses the power of story to relate to and draw in potential customers. It’s also good for showing them that you have already solved a problem belonging to somebody just like them – so they will be more trusting in your ability to also solve theirs!
What’s more, this type of personalised story content really promotes word of mouth marketing via social media – it can easily be shared across platforms and it plays into our natural instinct to share a good story.
Stories connect with us emotionally, and we act based on our emotions. A collection of case studies can link together to create a valuable picture of your brand, where it excels, and where if differs from that of your competitors.
A case study could be in the format of a ‘letter from a customer’. It weaves the benefits of your product or service into the story, along with how it helped them to solve their problem.
An outline of an awesome case study on the fictional Crystal Brew is as follows:
- A Headline – Use a benefit-oriented, snappy title. Action verbs are also good.
- Visual – The best visual, whether image or video, portrays the customer actually using Crystal Brew. This is essential for a product – if it was a service then try and incorporate an aspect of this into the customer’s photo (e.g. in the therapy room, with a piece of equipment that you use etc.)
- Challenge – This presents the experience/frustrations of the customer before they started using Crystal Brew. It may mention other things that they tried – these are usually things that did not work or gave nowhere near the results that Crystal Brew
- Solution – The moment the customer discovered and decided to try Crystal Brew. This is followed by their experience using it, and those all-important benefits.
- Results – The problems that the customer had (which are the same or very similar to the reader), and how Crystal Brew solved them. Any wonderful things that occurred as a result of using Crystal Brew.
- Close/Call to Action – Includes why the customer recommends Crystal Brew, followed by your specific call to action which will allow the reader to take the first step in sorting their life out with this wonderful brew!