Mistakes businesses make when writing up their client case studies – is it really worth sharing them?
Your client success stories are fantastic news for you. But no one really cares how well you did and how amazing your services are (until they need you.) If you want people to ignore your case studies, here are the top 5 things to do to make absolutely sure no one reads them:
1. Write the headline with as many awesome adjectives as possible
2. Start your social media post with “We’re so proud to share this win story…”
3. Include all the product detail and explain step by step how the service works
4. Leave out your client’s company name and make bland references to their feedback
5. Write a list of bullet points, keeping them really concise
Or you could write your case studies in a way that helps people. You could make them so compelling; the case studies become the first stepping stone to build trust with potential new clients. This leads to interested people taking action to buy your services (result!) because they need them.
Here’s why those mistakes are so damaging – and what you could try instead.
Make your headline compelling
We all recognise clickbait. The headlines are stuffed full of amazing adjectives and clinching certainty about what you’ll achieve after reading the article. Breaking news: these headlines might get clicks, but they don’t work well for building trust, if the content doesn’t match the reader’s expectations. You will need to use emotive words to get people engaged. Make your headline stand out on merit… which leads nicely into… what’s in it for them?
Share your story with ‘what’s in it for them’
When you write social media posts to share your success stories, explain immediately what problem you solved for your client. People who are struggling with similar challenges will quickly spot your case study; then they’ll read it because you convince them you know how to solve the problem. The old adage is true: pride comes before a fall. If you’re proud of something, swap the pride for gratitude – be grateful to your client for trusting you. And you’ll see a different outcome when you share the story.
Include the results your business delivers
No one cares about your product. Harsh, but true – they don’t want to read the detail about any of the fantastic features until they’re ready to buy. So your case studies must focus on the results you deliver and the benefits you offer. Even better: quote the numbers, give statistics and explain the journey from A situation to B outcome.
Name your client with their testimonial
An authentic client testimonial does include the person’s name. If you share anonymous quotes from your customers, you can expect people to flick past them – because our brains simply prefer to paint a visual picture of a person. (Although you can still use a pseudonym to protect your clients’ identity where needed.) Do use speech marks and don’t sanitise their feedback with your tone of voice – it’ll sound more genuine if you keep their words.
Use storytelling techniques
When you’re an established business, it’s hard to do a u-turn and change the way your brand sounds. However, bullet points remind people of bad PowerPoint presentations. They might be easy to read, but they lack emotion, they fail to help you connect with people, and they miss the opportunity to tell the story.
Whereas, we all love a good story. Make your client the hero, describe your role as the guide and get them engaged in what you’re saying.