🌟 Hello - it’s me, Kev - The Case Study Guy
In this week’s issue I dig into the testimonial VERSUS case study conversation.
When a Testimonial Isn’t Enough
A good testimonial can make you feel like you’ve nailed it.
A few glowing sentences. A logo. Maybe even a headshot.
Job done, right?
Not always.
I’ve come to see testimonials and case studies as two sides of the same storytelling coin. Both are proof. But they serve very different purposes.
A testimonial is the trailer.
It’s short, energetic, and designed to spark curiosity.
It hints at the story without telling it.
A case study is the film.
It gives you context, conflict, and resolution.
You understand why the outcome mattered and how it was achieved.
Here’s the mistake I see too often:
A testimonial trying to act like a film trailer without having the film to back it up.
It says the right things - words like “transformative,” “game-changing,” and “incredible results.” But without the context, those claims float in mid-air. There’s no grounding story to hold them down.
The irony?
Sometimes I read testimonials that almost tell a full story.
They hint at the goal, the obstacle, the journey, and even the change.
They have the bones of a Story Stack story, but never get the chance to stretch out.
So when should you stop at a testimonial, and when should you go deeper?
Settle for a testimonial when:
You need quick, emotional proof.
The story is simple and the value is obvious.
You want social proof scattered across a page or a deck.
Expand into a case study when:
You want to show process and credibility, not just praise.
The outcome was meaningful or complex.
The quote alone leaves too many “but how?” questions unanswered.
Think of testimonials as the spark.
Case studies are the slow burn.
Both are powerful.
The trick is knowing which story your audience is ready to hear.
—
Kev Anderson
The Case Study Guy
🧭 P.S. If your testimonials feel like trailers for something bigger, they probably should be.