{"id":29122,"date":"2022-03-25T10:41:12","date_gmt":"2022-03-25T14:41:12","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=29122"},"modified":"2022-04-22T11:09:44","modified_gmt":"2022-04-22T15:09:44","slug":"why-are-case-studies-important","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/03\/why-are-case-studies-important\/","title":{"rendered":"Why are case studies important?"},"content":{"rendered":"<h2>Your clients are your best salespeople<\/h2>\n<p>Call it the <a title=\"Peer principle of persuasion\" href=\"https:\/\/revvingupreadership.com\/2010\/06\/why-use-human-interest-stories\/\">Peer principle of persuasion<\/a>: People are more likely to believe that if a program, product or concept worked for someone else, it will probably work for them, as well.<br \/>\n<figure id=\"attachment_29202\" aria-describedby=\"caption-attachment-29202\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29202\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/03\/why-are-case-studies-important\/case-studies-important\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png\" data-orig-size=\"475,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"case-studies-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Case in point&lt;\/strong&gt; Case studies turn your clients into brand ambassadors, showing rather than telling what you can do for your prospects. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/investor-lawyer-executive-speed-urgency-delay-1050029477&quot; target=&quot;_blank&quot; rel=&quot;noopener&quot;&gt;&lt;em&gt;Image from Roman Samborskyi&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important-300x189.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png\" alt=\"Why are case studies important?\" title=\"Why are case studies important?\" width=\"475\" height=\"300\" class=\"size-full wp-image-29202 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png 475w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important-300x189.png 300w\" data-sizes=\"(max-width: 475px) 100vw, 475px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 475px; --smush-placeholder-aspect-ratio: 475\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29202\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/03\/why-are-case-studies-important\/case-studies-important\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png\" data-orig-size=\"475,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"case-studies-important\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Case in point&lt;\/strong&gt; Case studies turn your clients into brand ambassadors, showing rather than telling what you can do for your prospects. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/investor-lawyer-executive-speed-urgency-delay-1050029477&quot; target=&quot;_blank&quot; rel=&quot;noopener&quot;&gt;&lt;em&gt;Image from Roman Samborskyi&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important-300x189.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png\" alt=\"Why are case studies important?\" title=\"Why are case studies important?\" width=\"475\" height=\"300\" class=\"size-full wp-image-29202\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important.png 475w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/03\/case-studies-important-300x189.png 300w\" sizes=\"(max-width: 475px) 100vw, 475px\" \/><\/noscript><figcaption id=\"caption-attachment-29202\" class=\"wp-caption-text\"><strong>Case in point<\/strong> Case studies turn your clients into brand ambassadors, showing rather than telling what you can do for your prospects. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/investor-lawyer-executive-speed-urgency-delay-1050029477\" target=\"_blank\" rel=\"noopener\"><em>Image from Roman Samborskyi<\/em><\/a><\/figcaption><\/figure>\n<p>Enter the case study.<\/p>\n<p>It&#8217;s the tool you can use to amplify the voices of your happy clients, transforming their success stories into the written equivalent of a product demo. When clients serve as brand ambassadors in case studies, they show instead of tell how your products and services work.<\/p>\n<p>Why write case studies?<\/p>\n<h3>1. Case studies tap people power.<\/h3>\n<p><a title=\"Show me one\" href=\"https:\/\/revvingupreadership.com\/2010\/06\/show-me-one\/\">It&#8217;s the Writing Rule of One<\/a>: It&#8217;s easier for readers to care about one person they know something about than to care about dozens \u2014 or even hundreds \u2014 of nameless, faceless souls.<\/p>\n<p>Put a human face on your offerings by telling your clients&#8217; success stories in their own words.<\/p>\n<p>Show your readers how your products and services worked for one person. It&#8217;s the best way to bring your messages to life.<\/p>\n<h3>2. Case studies deliver social proof.<\/h3>\n<p>Call it social proof: We look to what others do to guide our behavior.<\/p>\n<p>Social proof is one of 6 principles of persuasion outlined by <a href=\"http:\/\/en.wikipedia.org\/wiki\/Robert_Cialdini\" target=\"_blank\" rel=\"noopener noreferrer\">Robert B. Cialdini<\/a> \u2014 the emperor of influence \u2014 in his seminal book Influence.<\/p>\n<p>It&#8217;s the human condition to want to do what others are doing.<\/p>\n<p>&#8220;We view a behavior as more correct \u2026 to the degree that we see others performing it,&#8221; Cialdini writes. In other words, if our audience members believe that &#8220;everyone&#8217;s doing it,&#8221; they&#8217;re more likely to do it themselves.<\/p>\n<p>Case studies showing how others have used your products and services may help prospects decide to jump on the bandwagon.<\/p>\n<h3>3. Case studies help people decide.<\/h3>\n<p>Case studies help readers understand what it would be like to go through the same experience. The result: more informed decisions (Slovice and Gregory, 2000).<\/p>\n<p>These narratives work because they help people:<\/p>\n<ul>\n<li><strong>Weigh factors in decision-making<\/strong>. In one study, participants who received information in narrative form understood the attributes of the situation better and were more likely to weigh them appropriately to make a good decision (Satterfield, Slovice and Gregory, 2000).<\/li>\n<li><strong>Make better choices<\/strong>. In another study, people who were given narrative information made more accurate judgments on a task than those who were given the same information in bar graphs or data tables (Sanfey and Hastie, 1998).<\/li>\n<li><strong>Think logically and emotionally.<\/strong> Stories trigger both sides of the brain. Logic and emotion are both essential to good decision-making (Epstein, 1994).<\/li>\n<li><strong>&#8220;Enter the story.&#8221;<\/strong> By seeing themselves in the narrative, people can make even unfamiliar situations easier to imagine and evaluate (Oatley, 1994).<\/li>\n<li><strong>Remember longer<\/strong>. Storytelling improves retention (Price, 1996).<\/li>\n<li><strong>Enjoy the information<\/strong>. Readers prefer learning the experiences of other health care plan members to just reviewing data. Readers also feel more confident evaluating stories than numerical ratings (Gibbs, Sangl and Burrus, 1996).<\/li>\n<li><strong>Make better decisions, regardless of their age<\/strong>. Stories helped older consumers chose the right health care plan (Hibbard, 2002).<\/li>\n<\/ul>\n<h3>4. Case studies are the ultimate word-of-mouth referrals.<\/h3>\n<p>Word of mouth may be the best form of advertising:<\/p>\n<ul>\n<li>The elasticity of word-of-mouth referrals is 2.5 times higher than that for other types of marketing, according to a 2009 report by the American Management Association. (<em>Elasticity<\/em> is marketing speak for how sensitive the demand for your products and services are to other variables, like price hikes and recessions. The more elastic, the more likely you are to be able to weather these ups and downs.)<\/li>\n<li>Word of mouth marketing lasts longer: for three weeks vs. three to seven days for traditional marketing efforts.<\/li>\n<li>That means word of mouth &#8220;may be among the most effective of marketing communication strategies,&#8221; write the report authors.<\/li>\n<\/ul>\n<p>But prospects could be anywhere from 60 to 90 percent through the buyer&#8217;s journey before even contacting a sales person, according to <a href=\"http:\/\/blogs.forrester.com\/lori_wizdo\/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey\" target=\"_blank\" rel=\"noopener noreferrer\">research by Forrester<\/a>. If you&#8217;re not offering case studies on your website, you may never get the opportunity to do so.<\/p>\n<p>Bottom line, according to the <em>Journal of Marketing<\/em>: Word of mouth leads to more clients; more clients lead to more word of mouth.<\/p>\n<h3>5. Journalists love case studies.<\/h3>\n<p>More than half of business-to-business editors surveyed seek more feature releases, including case studies and how-to stories, according to a survey by Thomas Rankin Associates.<\/p>\n<p>Make your next press release a case study, and watch pickups climb.<br \/>\n___<\/p>\n<p>Sources:<\/p>\n<p>Maggie Georgieva, \u201c<a href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/5622\/Use-Case-Studies-to-Increase-Word-of-Mouth-Marketing.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">Use Case Studies to Increase Word-of-Mouth Marketing<\/a>,\u201d HubSpot\u2019s Inbound Internet Marketing Blog, March 2, 2010<\/p>\n<p>Jami Oetting, &#8220;<a href=\"http:\/\/offers.hubspot.com\/the-guide-to-creating-case-studies-for-your-agency\" target=\"_blank\" rel=\"noopener noreferrer\">The Guide to Creating Case Studies For Your Agency<\/a>,&#8221; HubSpot Partner Publication<\/p>\n<p>Michael Trusov, Randolph E. Bucklin, &amp; Koen Pauwels, &#8220;Effects of Word-of-Mouth Versus Traditional Marketing,&#8221; <em>Journal of Marketing<\/em>, September 2009<\/p>\n<p>Lori Wizdo, &#8220;<a href=\"http:\/\/blogs.forrester.com\/lori_wizdo\/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey\" target=\"_blank\" rel=\"noopener noreferrer\">Buyer Behavior Helps B2B Marketers Guide The Buyer&#8217;s Journey<\/a>,&#8221; Forrester, Oct. 4, 2012<\/p>\n<p>Judith H. Hibbard and Ellen Peters, &#8220;<a href=\"http:\/\/www.ncbi.nlm.nih.gov\/pubmed\/12428034\" target=\"_blank\" rel=\"noopener noreferrer\">Supporting Informed Consumer Health Care Decisions: Data Presentation Approaches that Facilitate the Use of Information in Choice<\/a>,&#8221; <em><a href=\"http:\/\/www.annualreviews.org\/journal\/publhealth\" target=\"_blank\" rel=\"noopener noreferrer\">Annual Review of Public Health<\/a><\/em>, 2003, Vol. 24, pp. 413-33<\/p>\n<div id='MC-GC-FBBBP' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-27\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/content-writing-training.png\" alt=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/content-writing-training.png\" alt=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%; \" class=\"img-max\"><\/noscript><\/a><h3>How to create content that almost writes itself<\/h3>\r\n<p>Would you like to master a structure that\u2019s been proven in the lab to attract 300% more readers; get more social media shares; and boost readership, understanding, engagement, interest, satisfaction and more?\r\n<\/p>\r\n\r\n<p>If so, please join me at <a title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener\"><strong>Get Clicked, Liked &amp; Shared<\/strong><\/a>, our content-writing workshop.<\/p>\r\n\t\r\n<p>You\u2019ll master a structure that has increased reading by 520%. Learn to write leads that draw readers in. And leave with templates and recipes you can use to organize the best survey story you\u2019ve ever written, create tipsheets that almost write themselves and write great case studies with our annotated examples.<\/p>\r\n\t\r\n<p>Content creation has never been easier!<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" 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