Many times your prospects and clients are dying to know in detail how your product or service can help them. Very often in your websites sales copy it’s difficult to make the connection between benefits and the practical ways your product or service can be used. Your business blog can create the bridge you need to lead a curious prospect over the valley of trust to become a loyal client and raving fan.

Sharing real-life case studies in your business blog does two things.

1. It makes the benefits of your product or service tangible.
2. And it subtly creates social proof (Definition) that opens the door to deeper rapport.

You can devote your entire business blog to case studies, or just dedicate a section. But when you do, you’ll realize a significant increase in trust and rapport because people can interact with you by commenting on your case studies. Something that they could never easily do with a regular web site.