Doctors, lawyers, and other service-based professionals need to promote themselves, but it can be a tricky balance. You want potential clients to know what makes you great, but how can you really show the “product” you offer? How can you show that you care and have empathy for what they’re going through? How can you show that you think of your clients as more than just a source of income? How can you stand out from run-of-the-mill ego messages and attempts to sell, sell, sell—but still sell yourself to your perfect clients?
In this situation, the very best way to reach potential clients and sell your brand is to show people what you do, honestly and authentically. The good news is that you probably already have a treasure trove of content ideas to pull from that can do just that: the stories of your clients and patients. When written and leveraged with potential clients in mind, your case stories can be the showroom for the real help you offer.
Why You Should Tell Case Stories
Case stories are powerful, unique content. They stand out from—and even support—your other content. Stories of real individuals and real-life situations are more memorable than a rundown of dry facts or warnings, but they can still carry the same messages and bring those messages to life. Case stories also highlight your expertise by illustrating a problem and showing exactly how you helped resolve it.
When you tell compelling case stories, you build trust by personalizing and humanizing the work you do. Your empathy and expertise shine through as you explain what happened to the clients or patients and how you were there for them. Case stories speak directly to potential patients and referral sources and show that your clients are in good hands. In short, they do a lot to convert contacts into clients.
Even beyond the benefits of trust and relationship building, using case stories in your content is just plain good for your SEO. Case stories help you attract more qualified leads and convert more visitors because they are so easy to identify with. And, unlike content that is peppered with generic vanity keywords, case stories naturally generate a powerful mix of organic keywords that can bring in similar kinds of cases.
How You Should Tell Case Stories
Storytelling is one of the best ways to sell your brand and showcase what you really do for your clients. However, it’s about more than the dollar amount or the outcome of the case. It’s about how you tell the story of your case and your client’s journey from difficulty to relief.
Facts are great, but people are mostly interested in the story of the case. They want details. They want to know why they should care. They want to understand who your client is and the kinds of challenges involved. They want to know what happened and how you helped the client make a full recovery. They want to know how that recovery helped your clients improve their lives. They want to know how your clients’ stories relates to their own experiences.
Start by thinking about past cases that are like the kinds of cases you want to bring in now. Remember that you can always keep dollar amounts and personal information confidential to maintain privacy agreements. If needed, Foster Web Marketing clients can also add and edit an automatic disclaimer on your case result pages in DSS.
Once you’ve chosen a case, explain the problems and challenges your client was facing. Think about why the client decided to reach out to you and your firm and what they were looking for. Show how you worked on the problem and provided support. Describe how the client was affected. Share as many details as you can, including the client’s age, what he or she does for a living, and how family members were impacted. Use good storytelling techniques to help readers identify with you, your client, and what you do.
Don’t forget to write simply, use layman’s terms, and explain difficult concepts. Teach by showing common issues in action, and focus on what is most interesting to someone who is seeking your help. Want to learn more? Listen to our powerful webinar about how to write awesome case results.
Where You Should Tell Case Stories
You’ve written and proofread your case stories. What now? First, feature your case stories on your website and make them easy to navigate to. For many visitors, your “case results” page will be in the top handful of pages they look at before making a buying decision. You can also link your case stories to more general and informative content on your site. For example, a personal injury attorney might weave the story of a real-life accident case into a blog article about what to expect from the other driver’s insurance company.
Case stories are also compelling content to share on social media. Stories of overcoming problems or righting an injustice stick in people’s minds and drive more people to share your content with others. Case stories are a powerful way to illustrate concepts and anchor your message in real-life scenarios.
Do you need help writing case stories that convert? Do you need help improving or promoting case stories you’ve already written? Reach out to our content marketing experts to talk about your ideas and get solid guidance.
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