In fact Seth Godin has said it many times, “Marketing is no longer about the things you do, but about the stories you tell . ”
Steven Pressfield, in his book “Nobody wants to read your Sh*t”, says that everything you write must have a 3-act structure , like any editorial product. This makes the text more enjoyable to read.
In the case of a case study these points could be:
challenge;
solution;
results obtained.
The way to really engage the reader is to let emotions shine through . This gives a personal impact to the case study and makes it more credible and trustworthy.
Fear, anxiety, doubt: these are all emotions shared even in the B2B sector when a decision is made. Behind a potential customer there are one or more people each with their own challenges and fears.
Always ask how they felt after using your solution. Was it helpful? Did it lighten their workload? These questions bring up positive emotions .
However, narrative transport should not become the protagonist of your case france phone number library study. Use it sparingly (for example, in a couple of paragraphs) to involve the reader, but make sure that the focal point remains the data reported.
Conclusions
The biggest problem in closing a B2B contract remains trust : the lead never knows how much they can trust the company. This is why case studies are a fundamental tool.
If I am looking for a solution, knowing the story of someone else similar to us, understanding the benefits they have had, allows me to fully understand what I can get from a product, and helps my purchasing decision.
The two psychology techniques we've seen, cognitive fluency and narrative transposition , can help us create engaging case studies that can convert leads into customers.
It is important to keep in mind two key points:
it is better to use simple, everyday language , which is therefore easily understandable by all readers
Creating a specific narrative helps engage the reader and make them empathize with the success story.
