Anatomy of A Killer B2B Case Study That Converts

The price tag, of course.

Case studies are nothing more than customer experiences presented in a brilliant package. And that makes all the difference. Your customer is providing you the wine (quotes, comments and stats), but you get to control how it’s presented. It’s like WOMM on demand.

So, cork or screw top? Standard bottle or something hand-blown? Are we going with the classy label or “fun and fresh”?

Oh, and don’t forget the price tag!

We all know these accompanying elements subconsciously affect people’s perception of the wine’s flavor (…I mean other, less sophisticated, people of course), so we should be out-of-our-minds excited we get to create this same experience around our case studies.

Because we’re thinking about them all wrong.

We think the point of the case study is to show how happy Joe Consumer was that he bought our bottle of wine. But it’s not.

Your customer doesn’t care about Joe (no hard feelings, Joe). They want to be Joe. They want to know if and how your product or service is going to work for them.

Here’s what marketers miss when ideating first thoughts for their case study outline: They need to understand that the goal of every paragraph, every sentence and every word should serve as a mirror in which their prospects can see themselves and their future success. (Sort of like Harry Potter and the Sorcerer’s Stone)

And, just as importantly, we need to ruthlessly cut out anything that fogs this mirror.