Use Customer Reviews - Case Studies with a Twist

Case studies have long been the domain of business-to-business sales. These highly effective, customer success stories especially provide a terrific platform for B2B marketers whose company sells complex products and services that are difficult to understand.

In considering a new software application, for instance, case studies are extremely helpful in putting the product's benefits into a real-world perspective for the prospect. As a third-party endorsement, each case study is seen as unique and serves to ratchet up the company's credibility factor.

As the marketing world continues to evolve, however, case studies are taking on a life of their own on the business-to-consumer side - albeit in different form. Customer ratings and reviews - consider them a first cousin of case studies - are growing increasingly important in the minds of consumers.

Nearly 80 percent of US shoppers place more trust in brands that offer customer ratings and reviews, according to a recent (June 2007) report by social-commerce applications firm Bazaar-voice and market research firm Vizu Corp.

The overwhelming majority is hardly shocking, given the explosion of user-generated content in recent years. But what does it mean? Experts say it goes back to trust, which is highly appealing to consumers in every market, business or consumer.

Simply having customer reviews of a product does a lot to grow brand recognition and consumer trust.

The numbers bear that out. Three out of four survey respondents said it was "extremely" or "very" important to read customer reviews before purchasing. And, even more telling is that they prefer peer reviews to expert reviews by a 6-to-1 margin.

They've been borrowing ideas from each other for years. While B2C advertisers have pretty much been the trendsetters and B2B marketers the followers, their roles are reversed here.

Case studies have always been - and will continue to be - among the most powerful methods of marketing. Now retailers are discovering ways to leverage the great selling power of their own customers. It appears the trend of using customer reviews and ratings will soon become the standard.

Jeffrey Long is a freelance copywriter and case study specialist who helps businesses achieve shorter sales cycles and increased ROI. Visit http://www.jeffreylongcopywriting.com or email jeffrey@jeffreylongcopywriting.com to produce compelling case studies that leverage your most powerful asset -- your satisfied customers.

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