Show, don’t tell: Use case studies and testimonials to demonstrate your value

Past successes are among the best ways to prove yourself to prospective customers and clients. When a prospect considers partnering with your organization, they want to be confident that you will deliver – and they want to know that you have delivered before.

Both written and video case studies and testimonials play a crucial role in creating trust and credibility in your brand through the use of impartial, third-party endorsements that carry an emotional appeal. At Fryed Egg Productions, we work with our clients to create testimonials and case studies that resonate with their audiences and convert prospects.

Here are some reasons testimonials and case studies can be so meaningful for your organization.


Testimonials are quick, sound bite-driven endorsements of your organization and its products or services. They typically range from a single sentence to a few paragraphs and ultimately serve as a short, glowing review of you and the value you bring. Their focus can vary from the specifics of a product or service you offer to the more general advantages and pleasures of working with your organization. You want a testimonial to be punchy and to the point, leaving a strong impression in an instant and creating an emotional appeal for your branding. The accessible, easily digested nature of a testimonial makes it a versatile tool for many organizations. Testimonials can be featured and deployed in a variety of ways – from your website to handouts specially designed for specific occasions.

Case studies

A case study is a way of digging deeper and demonstrating in detail how you can help your clients. Case studies use storytelling to show your organization’s capabilities in action. The best case studies are about the client who was helped – their challenge, their goals, their step-by-step journey to success, and the gains that resulted, all aided by your help. By putting the client first, you can best highlight for prospective clients the benefits of working with you – keeping the emphasis on benefits rather than mere services. Case studies go a step beyond testimonials by providing an in-depth narrative, giving concrete, data-backed evidence of your expertise. You can use anonymous or blind case studies, which typically give a general description of the client without naming them, if your client does not want to be identified but is willing to have their story told.

Picking your partners

Part of the art of developing effective testimonials and case studies is the clients or customers you feature. You want to be able to feature cases that will catch the attention of prospective clients. That might mean that the featured client is particularly prominent or successful or innovative. It also could mean that their circumstances and the services you provided them are particularly apt to feature for the types of prospective clients that you are hoping to attract. Ideally, you will have testimonials and case studies that fully capture the variety of products and services that you offer so that there are instances that will speak to everyone. If a prospect is facing a similar problem to the one spelled out in a case study, they will gravitate toward it – and to you.

At Fryed Egg, we can work with you to create a library of testimonials and case studies in a variety of formats. We work with you to consider your specific strategic needs and develop creative, imaginative ways of telling the stories of you and your clients. We help organizations build brand identities that reflect who they are and then develop comprehensive marketing strategies to protect and advance those brands in the most authentic ways possible. If you want to see if Fryed Egg is the right agency for your marketing needs, contact us at (813) 478-0494 or [email protected] or visit