There’s a difference between someone telling you how they helping a client with a problem and someone telling you how a company helped them solve a problem.
There is value in the first, but we always tend to take those stories with a grain of salt, knowing the teller wants to put themselves in the best light.
But someone talking about how someone else helped them with a problem is another matter entirely. They have nothing to gain by talking up another company. They might even be making themselves somewhat vulnerable by admitting to having gotten themselves into a sticky situation in the first place.
It’s because the source matters so much that testimonials and case studies can be so powerful … when used correctly.
You can (and should) talk about the latest trends, industry research, not to mention tips and tricks people can use in their day-to-day lives to get a certain result or avoid certain pain points.
But those topics can only take you so far.
At some point, people want to see your track record, and that’s where testimonials and case studies come into play.
They’re both powerful tools for convincing people you’re the real deal, but their differences mean they’re each suited for different parts of the buyer journey and different pieces of marketing content.
So, let’s talk about the similarities and differences between testimonials and case studies, as well as when to use each to convince prospects you’re the one they want to work with.
Table of Contents
- Testimonials
- Case Studies
Testimonials
Testimonials are probably better known than case studies, so let’s start there.
What Is a Testimonial?
A testimonial is a recommendation by a past or existing client. They’re usually written, but lately video testimonials have become more popular, and we definitely recommend taking advantage of those whenever you can. Not only are they more engaging, but they provide an extra level of credibility because, until recently, you couldn’t fake a video. Even today, AI videos are still fairly easy to spot.
It’s worth noting that, if someone writes you a Google review or LinkedIn recommendation, that’s also a testimonial, and you should always ask your satisfied clients if they can take a moment to leave you an honest review.
What Is the Format of a Testimonial?
Because testimonials are created by the client, there isn’t a standard format. Most testimonials are short and to the point. The client talks about a problem they had and how you saved the day.
My friend, Dr. Donna Smith Bellinger, trains her clients to ask for Yestimonials™, which talks about the solution in such a way that makes someone think, “I would pay for that.”
What Is the Focus of a Testimonial?
Because testimonials are created by the client, the focus tends to be on how they felt about the process. They’re great at zeroing in on the problem the client was dealing with and how frustrating it was, followed by what a relief it was to have you on their side.
What Is the Goal of a Testimonial?
The goal of a testimonial is to provide, not just proof of work, but proof of results. It’s to show the prospect that others have been where they are now, but thanks to your help, they managed to get to the other side.
What Benefits Do Testimonials Provide?
It’s one thing to know what a testimonial is and another thing entirely to understand what makes testimonials so powerful, so let’s talk benefits.
The Client Talks About the Problem in Their Own Words
You can talk all day long about what you do and the benefits your clients see from your work, but that can only get you so far. Everyone will take all that content with a grain of salt because they understand you’re creating that content with the goal of convincing them to work with you.
But clients don’t have ulterior motives for creating testimonials, although you can create incentives via giveaways and thank-you gifts.
There’s nothing more powerful than seeing someone in your position talk about how grateful they are to Company A for helping them solve a problem or achieve a goal. It’s the kind of thing that can talk a prospect off the fence and convince them to schedule that consultation.
Testimonials Provide Market/Branding Research
We’ve worked with clients who were struggling with problems we didn’t even know about until they provided a testimonial that talked about how they struggled with their marketing until they called us.
Not only did it make us feel good to see that, but it was illuminating to know that people are out there struggling with that issue, and that we provide an easy alternative.
Testimonials are also a great way to understand how your clients think and feel about you, as well as the language they use to describe what you do and the results you get. You can (and should) then take that language and put it throughout your marketing content, because if your existing clients are already using that language, chances are good your prospects will resonate with that language, which will help convince them you’re someone they want to work with.
Where to Use Testimonials
Now that we know how powerful testimonials can be, and why we should use them in our content, it’s time to talk about where to use them.
On the Website
A lot of people like to put testimonials on their home page, and while there is certainly value in that, it’s also kind of putting the cart before the horse.
Testimonials are most effective when people are on the fence about buying a product or hiring you for a service.
For that reason, I always recommend including relevant testimonials on your Sales Pages.
For example, if you have a page devoted to how you help families with young children navigate divorce, a testimonial by a client you helped through that situation can make or break the success of that page.
For that reason, your testimonial should be put right before the call to action, because your testimonial will hit those emotional chords in your prospect, motivating them to take action.
I also recommend having a dedicated page for testimonials. Prospects who are interested, but still on the fence, will find their way there to see what your clients have to say about you.
Off the Website
Including testimonials in proposals you send to prospects is also a great way to seal the deal. It reminds the prospect of the stakes involved and the emotions that go along with them. Without a testimonial, a proposal risks becoming all about the number, and that’s not where you want to be.
And, of course, don’t forget to share your testimonials on social media.
Whatever you do, please avoid those testimonial carousels. They always move to the next testimonial before people have a chance to finish reading the last testimonial, and that doesn’t do you any favors.
Case Studies
Now that we’ve covered testimonials, we’re ready to look at case studies, which are similar, and can be just as powerful, but have some distinct differences.
What Is A Case Study?
A case study is a piece of content written by you (or someone on your team) outlining a particular project you worked on for a client.
What Is the Format of a Case Study?
The typical format of a case study is 1) outline the problem the client was experiencing and how it was affecting them; 2) what you did to solve the problem; and 3) the result the client experienced after you provided your solution.
Case studies are long-form pieces of content, and while they’re generally written out, they can also be in video or infographic formats.
What Is the Focus of a Case Study?
While the focus of a testimonial is on how the client felt about the experience, the case study focuses more on what you did to solve the problem.
That’s not to discount the value of testimonials, it’s just that case studies provide an opportunity for you to dive deeper into the nuts and bolts of what you do.
Just don’t focus on the nuts and bolts to the point of forgetting to talk about the pain point at the beginning and the solution at the end. Part of that solution has to be describing how good the client felt at having the problem solved, because only by tapping into those emotions in your prospect and making them feel hope for their future can you convince them to take that final step in the buyer journey.
Pro tip: Use the language clients used in testimonials in your case study when talking about the problem and result portions of your case study.
What Is the Goal of a Case Study?
The goal of a case study is to demonstrate your expertise and give prospects a sense of what it would be like to work with you. A good case study combines that with the feelings associated with both the problem and the result to have the greatest impact on the reader/viewer/listener.
What Are the Benefits of Case Studies?
Case studies provide the best of both worlds by showing you have worked with people in their situation and gotten results for them.
Case studies give prospects a peek into what it would be like to work with you, without losing the emotional connection to either the pain point or the result.
This means case studies can deliver a one-two punch in just one piece of content, which makes them one of the most powerful pieces of content you can create for your business.
Where To Use Case Studies
Because case studies are long-form pieces of content, they are generally best used as stand-alone pieces of content.
We like to publish our case studies on our blog and our YouTube channel, then break them up into snippets to be shared on social media.
Because case studies can be so powerful in converting prospects into clients, it’s also a good idea to include a link to a relevant case study when sending a proposal to a client. That way you maintain the prospect’s emotional relationship to the outcome you can get for them, which helps avoid making the proposal all about the number.
If you found this content useful and would like to have more like it sent straight to your inbox, you can sign up for our newsletter in the space below. You can also see what we’re up to by following us on LinkedIn and YouTube.
If you need help creating a marketing strategy that makes the most of your testimonials and case studies, let’s talk.
