Case studies are valuable sales tools for a variety of reasons including:
- Providing strong evidence that supports your claims with third-party credibility
- Reassuring potential clients that you can help them like you helped someone else
- Increasing memorability: Unlike marketing copy, which tends to be feature-driven, case studies are narrative in form. People find stories easier to remember and relate to than unassociated factoids, and for that reason, case studies increase your memorability and thus your competitive advantage.
- Increasing third-party exposure: Case studies get circulated among stakeholders, often when your sales people can’t be “in the room.” They provide witness and testimony about your abilities in a convincing manner that a proposal or a brochure just can’t match.
- Persuading/soliciting more coverage: Case studies are also extremely effective at helping trade journals and editors choose to write stories about your organization.