Both case studies and testimonials are essential marketing tools for coaching businesses. However, the way they are used and the impact they have on your coaching business is very different. Let’s dig into the differences between case studies and testimonials and how coaches use each one.
What Is a Testimonial?
A testimonial is a quote from existing or past coaching clients that extoll the benefits of working with you. Testimonials focus on positive feedback as opposed to reviews where clients can independently leave feedback, whether positive or negative. A testimonial can be given in written form or as a video testimonial.
The coach will usually contact a satisfied coaching client and ask for a testimonial. While the testimonial will be the coaching client’s genuine feedback, the coach will usually prompt the coaching client with questions to receive feedback on the aspects that will sell their coaching program. It is also standard practice to edit the testimonial so that it is succinct and compelling. This editing doesn’t add to the testimonial but rather cuts the testimonial down to the most relevant parts.
The Benefits of Testimonials for Coaches
- Testimonials provide prospective coaching clients with social proof
- Testimonials can be used in many different forms of marketing and content
- Testimonials will allow you to understand your coaching clients better and what they value
- Testimonials for coaching programs can help you to identify areas for improvement
What Is a Case Study?
A case study for coaches focuses on the transformation your coaching clients experienced as a result of your coaching – as opposed to testimonials which can talk about almost any benefit your coaching clients experienced.
Case studies for coaching programs will follow a set structure and use storytelling principles to get clients excited about the results they could see from your coaching. The case study will start by examining the problems the coaching client was facing and stating the stats that you will use for comparison at the end. Then, you will discuss how your coaching program solved that problem. Be sure to focus on aspects of your coaching that your ideal coaching clients facing the same problem would value. Finally, talk about the results your client gained from the coaching program and what it will mean for their business long after they finish the coaching program. Case studies will often include a testimonial from the client or quotes throughout as well.
Strong case studies for coaching programs would touch base with coaching clients to see how they have leveraged those results and continued to grow long after they graduate from your coaching program. In all types of coaching, there are limited results your clients can achieve in a 3, 6, or 12-month coaching program, so this allows you to show the scope of transformation possible beyond the coaching program.
The Benefits of Case Studies for Coaches
- Coaches can use case studies as forms of content to remove the stress of the never-ending content cycle
- Case studies for coaching programs are problem-specific, so you can write case studies that show how your coaching program solves various problems and helps clients with different pain points
- Case studies are the ultimate soft-sale technique because you can show the results (as opposed to telling your clients that they will receive the results)
- Heading for case studies will often use the results so case studies often receive high views and reads
- Case studies can be incorporated into other forms of marketing as additional social proof, and they can be repurposed for multiple platforms or uses
How to Use Testimonials
Use your coaching program testimonials any time you are promoting your coaching program. That includes when you are promoting your coaching program on social media or via email. Social proof (both testimonials and case studies are types of social proof) offers your prospective coaching clients the reassurance that people have previously joined your coaching program and found it useful. It is also a great way to promote some of the ways your coaching program is tailored to your ideal coaching clients’ needs and wants.
Some common ways coaches use testimonials include:
- On social media
- Within content that is relevant to their coaching program
- In email marketing
- Within your coaching program landing page copy
- During their onboarding process (use sparingly)
Read tips on how to collect testimonials here.
How to Use Case Studies
Coaches should use case studies as much as possible because they perform a dual purpose. The main purpose is to be compelling sales tools that demonstrate how your coaching program solves different problems that your ideal coaching clients face. (One problem per case study.) The second purpose is that they make great content that can be used or repurposed across various platforms. You can use the full case study as website content or email content. Shortened versions of your case studies can be used on coaching program landing pages, SEO pages, and social media platforms. The latter two options can link to the full case study so prospective coaching clients can learn more.
You can also use your case studies during your onboarding process or when a prospective coaching client enquires to give them more information. In addition to explaining how you would address their particular circumstances during coaching, you can point them towards relevant case studies that show how you have addressed the same problem in the past with similar clients. The case study doesn’t replace you explaining how you can help them; rather, it adds additional reassurance that you have helped clients solve similar problems in the past. The prospective coaching client can also get an idea of the results they can expect from your coaching program.
What Is the Difference Between Case Studies and Testimonials?
There are some similarities between case studies and testimonials. They are both forms of social proof that prospective coaching clients rely on to see that your coaching program is effective. They have both become standard in the coaching industry, and clients expect to see at least testimonials when they are considering working with a coach.
The differences between case studies and testimonials stop there. Testimonials are direct quotes from feedback collected from coaching clients (the entirety of feedback may not be used, just the most relevant or most compelling parts.) That could be something that your coaching client said during your final coaching session or offboarding call, or it could be something they wrote on your feedback form.
A case study, on the other hand, is your analysis of the results a particular client got from your coaching program. It uses storytelling techniques to walk readers through the transformation and what that transformation means for that client moving forward. Case studies often use testimonials to give the client’s perspective, but for the most part, they focus on the coach’s view of what was achieved.
Read Next:
How to Get Testimonials that Sell Your Coaching Course