Customers no longer have the time or interest to read lengthy case studies. Learn tips on how to adjust customer advocacy case studies to be more concise and resonating to prospects. Consider shortening assets, or at least separate them into digestible parts.
Once upon a time, when the world seemed to spin a bit more slowly and there were significantly fewer distractions, marketers were able to create tome-like customer case studies that went to great lengths (literally) to extol the value that customers were receiving from their company’s products and solutions. Well-constructed and comprehensive, these success stories were chock full of value and seemed to contain everything a potential customer would ever want to know about what it would be like to own the product or solution.
Well, times have changed. As most marketers have found out the hard way, customers and prospects no longer have the time to review lengthy case studies. Rather, these time-starved folks want just the facts, and they prefer that marketers get to the point in as few words as possible.
The challenge for modern marketers is to adjust their advocacy strategy with an eye toward brevity. Here are a few ideas to get you started:
When it comes to creating and sharing advocacy assets, marketers can learn a lot from their successful sales colleagues who know how to manage (and hopefully control) the sales cycle by understanding the best ways to introduce new information during discussions with prospective customers. Advocacy marketers often want to tell the whole story at once – which can result in a lengthy advocacy piece and, possibly, reduced impact. Consider shortening assets, or at least separate them into digestible parts, and test the modified versions with customers and prospects to see what’s most effective. You might find that less is, in fact, more.