Case studies and success stories... these are cornerstones of nearly any business. We rely on them, and they are effective.
But why do they work?
Simply put, no one likes to be alone.
They like to know others have gone before them.
And, the more relevant the stories of those that have gone before them are, the more connected the prospect will feel to the story.
It is your job, in sales and marketing, to make prospects feel like they are not alone.
It is your job to make them feel like they are entering a safe place full of other people just like them.
This is the power of case studies.
This is the power of social proof.
No one wants to be alone.