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Utilizing Buyer Case Research as Efficient Advertising

Customers don't want to be the first. You want other people to provide evidence that your product or service is effective. As a result, customer case studies become an effective marketing tool for small businesses.

Customer Case Studies Marketing

This week's Small Business Radio Show, we're talking to Brian McCarthy. Brian works as a writer and author of "Case Studies that Close Sales". He explains how you can use case studies to build your sales pipeline. His previous customers include industry leaders such as T. Harv Eker and Ramit Sethi.

Business owners know that online reviews and testimonials are essential to provide social evidence that everything you sell has value. However, Brian believes case studies are the best marketing tool to actually close sales. He defines the case study as the customer journey from the problem to the results you have obtained with your product or service. This is not just a before and after testimony, but the entire journey as it felt during the process. Brian says it answers the question for the prospect: can it work for someone like me?

Basics of a great case study

Brian discusses the key elements of an effective customer case study:

  • Describe the pain of the company in detail before using your solution.
  • The other products or services that they tried and that didn't work for them.
  • What was it like to use the product or service and the knowledge gained from it?
  • The end results and how this has changed their business.

According to Brian, the most common mistakes most people make with case studies are:

  • Only short quotes from the customer.
  • It's more of a sales pitch than insightful lessons.
  • There are not enough details about the pain or the experience.
  • It's not fun or it's not a conversation. Case studies must include videos and pictures.

Remember that the case study can be used again to create leads for your pipeline. For example, Brian has used it successfully for Facebook retargeting ads, content pages on your website, and parts of books.

Listen to the entire interview on the Small Business Radio Show.


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