Prove Your Proposition With Case Studies

case studies imageWhen it comes to delivering your marketing messages, the difference between telling your marketplace how good you are at what you do and ensuring they believe it can be summed up in one word: proof.

At CME, one of the things that we develop for clients as part of their brand footprint is a set of key messages that explains who they are, what they do and why they’re different. But the messages have to be more than a list of superlatives: without substantiation they are meaningless. Why? Because you have no proof that they’re true.

The same principle applies to any claim that your business might make about the quality of its service or the functionality of its products: without some kind of proof, why should any prospective customer believe you?

So, how do you provide that proof? One of the most effective ways, particularly in these days of peer recommendation and shared content, is by compiling case studies. Not only do these give you scope to outline your proposition in more detail with a real life example, they also prove the validity of your product or service claims with third party endorsement.

Whether for use on your website, as sales collateral or as part of a PR campaign, case studies have been proven to lift perceptions of a company’s product or service offering from the abstract to the concrete, generating confidence in a demonstrable track record.

There are some ground rules, however, and here are our top tips for ensuring your case studies are credible and convincing:

  • Always involve the customer mentioned in the case studying when developing the text: ask their permission first, interview them for their perspective, include quotes based on their feedback and ensure they sign off the copy
  • Select projects that are interesting and show how you have supplied a specific need or addressed a particular problem: these may not necessarily be the biggest stories from a revenue point of view, but you’re selling your proposition here, not your balance sheet
  • Leverage impressive names: endorsement from companies that others trust can carry a lot of weight
  • Tell the story from the customer point of view: what did they need and how did you help? – it needs to be portrayed in a way that other customers can relate to
  • Don’t forget the impact that images can have: if you scrimp on photography the words will struggle to impress
  • Ensure it’s accurate: this not only applies to the detail of what happened but also the grammar and spelling in the text – customers will judge you on attention to detail.

If you’d like professional help with compiling some case studies, your timing couldn’t be better! CME is currently offering case studies for a special offer price of £500 each including all interviews, copywriting, two sets of proofing/amends and design and layout.  Contact sarah.reay@constructionmarketingexperts.co.uk for further information.

For more information on this post, please visit the main site or call the main office on 0843 506 5202.


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