We've often preached that stories sell. That's why we make such a big deal about case histories. People love stories. And a compelling case history can create interest, while getting the prospect to visualize themselves as a customer.
In case you don't know how to write one, click here.
As for misery loving company: Part of what makes a case history effective is telling the story of a customer who was having a problem (that's the misery part) - before they met you.
The "company" part is when the prospect sees, through your case history, that they're not alone.
(Let us write one for you, and we can turn your company around.)