I think you are asking if doing case studies is a worthwhile marketing tactic. If so, here’s my take:

Yes, if you do them right. Case studies are marketing tactics. Tactics are like a party balloon: If you fill them with helium, they will soar. If you just blow them up, that’s only so much “hot air” and they’ll fall to the floor.

What is “right” when it comes to case studies. A few thoughts:

1. It should have a clear message that resonates with your audience. Everything should build up and support the key message. The title, or headline, will be critical in helping people decide to read it – or not.

2. My bias is that you should include some lessons that people can act on themselves if they so choose, even while it is made clear that your help will get them there better, cheaper, faster.

3. Make it about the reader. It shouldn’t be about how great you are, but about them; what’s possible for them and how the reader’s life will be richer as a result of following your guidance.

In general, way too much marketing is about the company behind it, and too little is about the customer.

If I misunderstood your question, please clarify.

Dov Gordon

Do you consider case studies of loyal and potential customers worth doing? Why or why not?