If you ask, your clients are generally happy to put out a good word for you. They’ll refer you to their friends and colleagues. They’ll respond to your customer satisfaction surveys with high marks and a smiley face. They’ll even give you a favorable review on Facebook or Google. Unfortunately, the feedback, while good, isn’t necessarily compelling because what they have to say is flat. That is, it doesn’t take the reader up and over the dramatic arc, a necessity if you want to activate empathy – which you do.
If you want to use case studies to differentiate your business and gain buyers’ trust, the first thing you need to do is find the stories that you need to tell. Once you know how to uncover these stories, and you get your whole company involved, you’ll discover that you have a consistent source of ideas for the best type of content that influences your buyers’ decisions. No special tools are needed to give these five tactics a try.