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How to Get and Write Testimonials and Case Studies

Save time and effort when you're compiling testimonials and case studies by organizing the process and using the following tips:

1. Explain what you're doing. Tell your customer how you'd like to use their testimonial to share "the success story" of their relationship with your company. Share how you're going to use the testimonials in your marketing efforts. Get your customer's "buy-in" and permission to use their comments right from the beginning.

2. Ask the right questions. You can "guide" your customer's responses by asking questions that will elicit detailed responses about their success stories. For instance, instead of asking "Has your company had success with our company this year?" ask: "Since you've implemented our ABC program, what type of increase in sales has your company experienced?" Also, it's a good idea to share your questions with your subject in advance of your conversation so that they have time to think about their responses and they're more comfortable responding to you.

3. Consider your "audience." Keep in mind who will be reading the testimonials...

The Case for Using Case Studies and Testimonials in Your Marketing Efforts

CHALLENGE: Promoting your company's successes with customers

How can you promote your company's services/products and strengthen your relationships with existing customers at the same time? Use case studies and testimonials as marketing tools. And, while you're building your marketing program, you can realize other benefits for your business.

Case studies and testimonials can be used in several ways and distributed through different media. In The New Rules of Marketing & PR, the book's author David Meerman Scott suggests that we use case studies in our businesses' online media kits or "online media rooms." He writes, "I think a set of information organized around the customers and how they use products and services offered by the company is another key component of an online media room, and I rarely see it. Case studies in the customers' own words are particularly useful, not only for journalists but also for buyers."

SOLUTION: Testimonials and Case Studies

Basically, case studies and testimonials are two different formats for presenting and using information from your customers.

Testimonials, on their own, are positive comments and quotations from satisfied customers and clients. Both full-quote testimonials and excerpts can be used in marketing communication efforts -- on your website, in brochures, in ads, etc. -- to strengthen marketing messages and "prove" claims.

Case studies are usually written summaries of real-life business situations based upon results, information, research and data. They're usually presented as formatted reports or narrative stories. People who read the case studies expect to learn about -- and learn from -- the experiences outlined in the "story" or study.

There is no one way that a case study or testimonial must be presented, but, generally, case studies include more in-depth information than simple testimonials.

Do YOU?