No matter what you’re selling, potential buyers like to see confirmation that you’ve made other customers happy. These are all powerful sources of content for moving prospects even closer to the final buying stages. Case studies are underutilized, which makes them even more powerful. They allow you to tell stories about your brand, and people love stories. Case studies are typically specific to your niche or industry, which bolsters your credibility in your vertical market. Few things are more influential to potential customers than data and factual claims made by consumers just like them. Testimonials also carry quite a bit of weight in the customer buying process. But the problem is that everyone knows that you can hand-pick which testimonials you want to showcase on your site, hide negative comments, and even write the testimonials yourself.


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