By Karen Kimerer and Nichole Jones

Let’s just ask the question right out of the gate—what’s the difference between a case study and a case story? The short answer is that there’s no difference, but anyone who attended the most recent DMA conference (the past few, actually) might have noticed the subtle storytelling theme. Although the concept of storytelling is certainly not new to the marketing world, it has become a buzzword in data, direct mail, and yes, case stories. In all of these examples, the ability to tell a compelling story can connect the writer—or a brand—with the reader (e.g., customer/prospect) in a meaningful way. A well-written case story can create a strong brand/consumer connection in its narrative while also having a positive impact on a company’s bottom line.

Beyond simply shifting the name from case study to case story, how can we leverage the concept of storytelling to build our brands and drive sales? The answer is that the delivery makes all the difference. A case story isn’t just something that you leave behind before you walk out the door. It is a tool that is delivered in a framework to bring personality and credibility to your brand and your business. Effective case stories provide sales professionals with a unique opportunity to engage their prospects with a compelling message. Think about it—a brochure that demonstrates the technical specifications of a device or service will generally just leave a customer wondering how that offering could possibly help them. In contrast, people love stories that they can relate to. Successfully delivering an engaging case story can bring a human aspect that can enable your organization to take on a life of its own. Your customers will truly understand how your offerings can help them and why choosing your business is the very best option.