There’s a big mistake people make in their case studies.
People who sell online courses, coaching packages, and workshops make it all the time.
If you make it, your audience will:
- Not believe you
- Think they won’t get results with your product/service
- Not buy from you
That mistake is trying to make whatever you’re selling appear perfect.
This idea that: “And then they bought my thing and lived happily ever after!” sets off people’s BS detectors.
And it puts pressure on your customer — it can lead them to them feel that THEY need to get perfect results.
But people don’t always believe in themselves. They need reassurance that they don’t have to get it perfect.
Here’s an example;
I was doing a case study interview. The program we were talking about is an online course that teaches people how to launch their own online business.
During the call, I asked the woman I was interviewing, “What made you decide to join?”
She replied, “It was seeing Naveen’s case study. I saw how the first few business ideas he had didn’t pan out. That made me realize I didn’t have to get it perfect. I could make mistakes and still launch a successful business.”
(Those weren’t her exact words but that was the idea.)
Seeing the struggle other customers had made the story more relatable.
It allowed her to see herself having success with the product. Because now, she had some room to be human and make mistakes.
This is what I call the “Anti-case study” technique becase it’s the opposite of what most people do.
Most people think if you show your flaws or your client’s struggles, you’ll chase people away.
But if you’ll actually attract more sales — if you’re smart about it.
Think of it this way: Imagine you’re buying a used car off Craigslist. One person selling a car tells you “By the way, you should know the timing belt needs to be changed in 1,000 miles.” You then go to another person selling a different car and he tells you “Everything is perfect!”
Who are you more likely to trust?
This is especially important if you sell a course, coaching package, or workshop.
Because people are afraid to make mistakes.
They are afraid to fail.
Your case studies are a chance to show them that, with your product service, that’s okay. They can make mistakes and fail at times but still have the success and life they want.
So don’t be afraid to show some of the flaws in your product/service.
And don’t be afraid to show there are actual humans using it.
It can help people believe in you and in themselves — which can lead to a lot more sales.