Content Marketing: Case studies are stories — so be a storyteller
Have you ever watched a movie that was happy from beginning to end? Just sunshine and roses and everyone was happy and lovely the whole time? Probably not, but if you have, I’m sorry because it must have been terrible. Every good story needs struggle.
In a good story, no one is happy for more than a few seconds (usually at the end). Cinderella and Snow White struggle. Odysseus struggles. Snooki struggles. What engages us is our connection to the character’s feelings. We relate to them and we want the character to win.
This is why customer testimonials are powerful. People see the quote and think, “This is a real person, just like me! And look, they love this thing!” A good testimonial wonderfully illustrates why someone should buy your product, and it resonates because people relate to the customer.
