When it comes to backing up your claims and providing reassurance to existing – and potential – customers, it’s hard to beat testimonials from people who are already happy with the service or product you provide.

Case studies give you the chance to highlight the difference you’ve made and underline the emotional benefit you deliver. And that’s the key – emotion.

The most powerful case studies are those with which the reader can empathise. They can see themselves in the same positions, with the same problems and challenges. They take heart from the fact that others might be struggling like they are and are drawn to the fact that you might be able to help.

That’s why when you write case studies you need to think about what your reader might want to learn – not just what you did for the particular customer in question. In doing so, you will be able to draw up a list of suitable questions and structure your interview to capture the right information.

You’ll be able to show that you have a true grasp of your industry. You’ll be able to show that you understand the unique problems and issues at hand. You’ll be able to engage the reader.

And, once engaged, you’ll have their full attention. You start to gain their trust. And that will put you on the front foot when it comes to negotiating any potential sales.

It helps you stand out from the competition and should ensure you have a steady stream of future case studies from happy clients too.