Your pet industry case studies will, of course, stick to the facts… but, the manner in which you tell those facts could mean the difference between something that’s blah and boring versus something that inspires and gets results…
Looking for the “theme” or “takeaway” from any story can be great fun — and more importantly, that’s the part that will truly resonate with your prospects…
To demonstrate this, let’s borrow another trick from fiction writing: for each case study you create for your pet or veterinary business, look for both the “inner” story, and the “outer” story.
The “outer” story explains what happened — that’s the part that’s factual, like a news report.
For the outer story, you’ll explain…
- What problem your client or customer was facing (or, what problem their pet had that needed to be fixed)…
- How they solved that problem (using your product or service, of course)…
- And how their life is different thanks to this new solution — maybe they saved money or time, or maybe they found something that makes themselves or their pet happy…
It’s straightforward and sums up all the important details… but, it’s kind of boring!
This kind of case study might persuade some prospects… but, all too often, it can lose their attention (and your case study isn’t going to do you any good if your prospects don’t watch or read it)…
…or it might not convey the full magnitude of the value that your product or service truly offers.
Here’s where the “inner” story comes in…
The inner story is all about transformation, emotional resonance, and intangible benefits…
In other words, it’s about the “things that really matter” — for example, rather than more money, your prospect will have peace of mind and financial security…
Or, rather than just “saving time,” they’ll have more free time to spend with their kids, and that totally changes their life for the better…
Take these two versions of a simple customer story, and see which one resonates more with you…
Here’s the “Just the Facts” version:
“Marie was having a lot of trouble handling her new puppy, Spot. He peed on the carpets, chewed up her shoes, and often jumped up on any guests that came over to Marie’s home.
Of course, she loved little Spot… but, the financial damage was a burden. And, she had to stop inviting guests over.
She looked up information on puppy training, and even read a couple of books on the subject — but, none of it worked for her. She couldn’t figure out what she was doing wrong…
Then she called Best Friends Training Academy — and everything changed for the better.
Now, Spot always behaves. He’s not causing damage in the home, and Marie’s guests love him!
‘It was a big relief,’ says Marie. ‘Now, I get to enjoy my time with Spot, rather than worrying about him causing damage in my home.’”
This story could potentially be relatable to a prospect looking for puppy training…
But, try the story that focuses on Marie’s inner, emotional journey, and see if it paints a better picture in your mind:
“Marie’s new puppy, Spot, was completely adorable — but, he presented a lot of challenges for Marie…
‘He chewed up a $200 pair of shoes,’ Marie told us when she first came in for a consult, ‘And, my landlord threatened to keep my security deposit due to the damage to the floors. I love Spot so much — but, I was worried I couldn’t afford him!’
Because of this, Marie faced a heartbreaking choice — she had to consider giving up Spot, due to the damage he was causing to her apartment.
Marie had tears in her eyes as she told us her frustrations…
She had spent hours and hours reading books on puppy training — but to no avail… none of them helped!
And, to her dismay, she had to stop inviting her friends over after Spot jumped on one of them and tore her sweater.
‘But now, Spot is such a little Angel,’ says Marie. ‘I can’t believe the transformation — I’m so glad I found a training program that actually works! What a relief!’
Now, Marie and Spot are best pals, enjoying their time together. Marie says, ‘I just love getting home from work in the evening and seeing Spot wag his tail and then give me kisses — it’s the best feeling in the world, and now I get to truly enjoy our bond, WITHOUT having to worry about my apartment.’”
It might seem like a subtle change — but for a client and their pet who are going through a similar struggle, your case study could relate to them on a more emotional level…
And really, emotions are what sells your products or services. Emotions are what can change the quality of a person’s life. As they say, “sell to the heart, not the head.”
This is only a short example — but when your case studies are longer in length, the inner story can be told with even more elaboration, and can really shine, helping to hold your prospect’s interest on multiple levels.
When you’re specific about the details, emotions, and inner emotional transformation of a customer’s success story, their journey will always be relatable. And it will make your case stories much more memorable, and effective.
