James Schramko here, and if you use case studies in your marketing, this might be a really interesting little tip for you.
Sometimes, we’re looking for the most impressive case study, the most amazing transformation a client’s had with your product or service and that’s great and you can use them in your marketing. However, there are some consumers who might look at that and dismiss it as them not being able to repeat that because it’s too transformational, it’s too hard to believe or it’s quite obviously an extreme and not the norm.
So, the tip today is use unremarkable and just ordinary testimonials. Find people who have had a small win because they’re going to really resonate with someone who has had no win and just would be happy with a small win, a small change.
So, pick some unremarkable case studies and put them into your storytelling and I think you’ll find your conversions can increase because you’ll now appeal to every person who is probably more representative of the average customer. And by all means, have outstanding and transformational case studies too, but mix it up a bit and see if you can improve your results that way.