How Do You Measure the Emotional Impact Of a "Case Study" That Is Simply a Datasheet?
Michael Marrer
Guaranteed 100% Human-Created Content ? B2B Fractional Writer. Award-Winning Journalist. Primarily a Long-Form Copywriter But Can Be Short & Succinct When Needed. ? AI? "Never Had It. Never Will." (per the 7Up ad slogan)
Imagine a company that has created an improvement to a process that has applications in the construction industry and which also helps the environment.
I recently heard about such a company, a startup.
Intrigued, I checked out its website for more information. And there I saw it had a link to its case studies. So I clicked on that.
And what I got was data.
Lots of raw manufacturing data.
Things like the breakdown of the "recipe" used for that particular customer, the air temperature, drying time, and strength measurements over time.
Which, by themselves, might be fascinating if you were Sheldon Cooper.
This goes back to the original question posed by the title of this article.
The accompanying picture might have given some of you a hint as to the answer. It's from that key scene in the closing acts of the movie ???? ???????????? ??????????.
As Mona Lisa said, "Nobody could answer that question. It is a trick question."
Because you can't measure something that is not there.
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There is no emotion surrounding bland data.
None of this company's case studies had a single quote or comment from their customers.
No sense of excitement or satisfaction with the final product.
Was it better? Was it cheaper? How did it hold up over time?
Did they immediately schedule this product to be used for future projects?
I guess you could infer that the answer to some of those was "yes," as otherwise, the company wouldn't have posted the datasheets on their website.
But still, something was missing when simply seeing tables of numbers.
Like envisioning someone running to management yelling, "We gotta contact this company and book a demonstration before we possibly miss out on using it for our upcoming projects!"
If you expect your prospects to be emotionally moved by your case studies, you have to make sure that you've included the human aspect in them.