Customer case studies are highly effective because your client is willing to go on record and sing your praises. But what if your client doesn’t want their company name mentioned?
This happens for all sorts of reasons:
Whatever the reason, it’s not unheard of for other cogs in the proverbial corporate wheel to gum up the progress of a case study.
That doesn’t mean all is lost.
This happened to me recently. Everything was on track until the case study went to the client’s client, and because the client is a major player in transportation logistics, the case study went to marketing and then to legal. And it did not pass go.
Fortunately, the company was open to an anonymous case study. The rewrite was easy.
Here’s what I had to do:
With those minor changes, the company greenlighted the case study.
See an example of an anonymous case study I wrote.
If you want to avoid the surprise “Sorry, we can’t approve this case study” situation in the first place, I suggest you ask your client the following questions when you’re vetting them as a source for a potential case study:
With these questions answered, you’ll determine the necessary steps for getting the case study through the review process on your client’s end.
Just because your client doesn’t want their name or company name in the case study doesn’t lessen its impact. Even an anonymous case study offers more context than a testimonial. It allows you to explain the process you use to solve a client’s problems, providing clear results and compelling client quotes. Done right, it will resonate with your targeted audience that has similar challenges.
Putting the client’s specific name and company logo on the case study is simply icing on the cake. With all the right ingredients, the cake can hold its own.
I’d love to talk about your case study project. Go ahead and contact me!