Loadsa Case Studies? Or eggy-face?

“We’ve got loads of case studies,” said the business manager over a network breakfast.

“Fantastic – where have you published them? And how are they working for your business?” I replied enthusiastically.

I was already itching to read more about the business in question, and I was keen to find out whether using case studies in their content marketing was helping them make more sales.

“Oh we haven’t published them yet,” the business manager said, his expression one of amusement. He clearly wasn’t feeling the marketing potential that was escaping his grasp.

“So you’ve asked your clients to endorse your business – but you haven’t written them up yet?” I probed.

“Well no. I’ve got lots of clients who are doing really well and who are very happy with our service – but I haven’t asked them for their endorsement yet,” he continued.

“Ah,” I said. And purposely left a pause in the air.

“Anyway I’ve heard there’s a trend away from customer testimonials. I’ve heard they’re considered a bit old hat for websites.”

This is typically what happens after the pause – some sort of justification for why the question has not yet been asked.

“I would agree that testimonials which say little about your business, other than how amazing you are, are a bit hackneyed,” I concurred. “But it’s important to give prospects some insight into your business from a client’s perspective. People need and appreciate that kind of information.”

“Oh I can see that, yes.”

The business manager dabbed the egg from his chin.

The fact is every business has happy clients. But not every business is making their clients’ happiness work for them.

Your clients’ stories, testimonials and endorsements are a content marketing gold mine for your business. It is worth asking for them – and getting them published.

No egg required.