How do I portray my customers in my Case Studies?

How you portray your customers in your Case Studies is straightforward:

As themselves! As a real live person with great experiences of your service! With humour if they’ve got it. Or insight and wisdom if they have those.

Your customer’s personality,  purpose and vision must come across in the narrative. This shows your understanding and empathy. It’s also a strong clue for your prospects about the kind of people you work with, and how they can emulate them.

Essentially, you want your Case Studies to be as real, relevant and relatable as possible to influence your prospects’ buying journey.

It’s also a good opportunity to portray the most positive things about your customer and their business. They are Heroes in their field – and you helped them get there.

One client of mine was working with an extremely talented, visionary and progressive IT Director in a sector that was used to a more traditional and conservative approach. They achieved some stellar results together and it was a nice touch to pay tribute to the Director’s courage and determination in the Case Study.

It’s good if your Case Studies can be inspiring in this way too. And it strengthens your partnership with your customer.